New Media and Consumers' Behavior: Impacts and Mechanism

Abstract

In the Internet era, traditional media's one-way information transmission technique is becoming unable to suit people's diverse needs, so a new media marketing method that can deliver information in both directions came into being. The rapid development of new media has had an impact on our information environment, people's consumption habits altered, and new business models and economic operating modes emerged. New media can be viewed as both a challenge to old consumption theory and an innovation and development of classical theory. The evolution of new media has increased the communication channels of individual and group emotions, resulting in changes in consumer behavior. Given the circumstances, this paper analyzes the behavior of consumers in this event through the case analysis method of the positive donation behavior of Hongxingerke Company for disaster areas, which triggered netizens to buy brand crazes. The study found that under the influence of a group environment, consumers are vulnerable to emotional influence, resulting in blind conformity behavior and wild consumption behavior after impulse. It demonstrates that, as a result of the new media environment's effect, consumption will be influenced by the network environment in order to produce a sales atmosphere and modify its original consuming behavior. This study has a reminder and reflection relevance for consumers' behavior in real life as a result of the effect of new media environments.