Proceedings of the 4th International Conference on Informatization Economic Development and Management, IEDM 2024, February 23–25, 2024, Kuala Lumpur, Malaysia

Research Article

Influence of New Media on the Psychological Needs of Consumers' Purchasing Decisions in the Online Environment

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  • @INPROCEEDINGS{10.4108/eai.23-2-2024.2345945,
        author={Yu  Wang and Yingxin  Kuang and Yanrui  Jia and Yongqi  Tang},
        title={Influence of New Media on the Psychological Needs of Consumers' Purchasing Decisions in the Online Environment},
        proceedings={Proceedings of the 4th International Conference on Informatization Economic Development and Management, IEDM 2024, February 23--25, 2024, Kuala Lumpur, Malaysia},
        publisher={EAI},
        proceedings_a={IEDM},
        year={2024},
        month={5},
        keywords={new media consumer psychology purchase decision psychological needs online environment},
        doi={10.4108/eai.23-2-2024.2345945}
    }
    
  • Yu Wang
    Yingxin Kuang
    Yanrui Jia
    Yongqi Tang
    Year: 2024
    Influence of New Media on the Psychological Needs of Consumers' Purchasing Decisions in the Online Environment
    IEDM
    EAI
    DOI: 10.4108/eai.23-2-2024.2345945
Yu Wang1, Yingxin Kuang1, Yanrui Jia2,*, Yongqi Tang2
  • 1: Guangdong University of Science & Technology
  • 2: Jimei University
*Contact email: 376008712@qq.com

Abstract

With the rapid development of the Internet and information technology, the emergence of new media platforms such as Microblogging, WeChat, and Jitterbug has made the speed and scope of information dissemination break the original limitations of time and space. This paper takes the psychological needs of consumers' purchase decisions in the context of new media as the research topic. Based on the review of new media and the theory of consumers’ purchase decision, the influence of new media on the psychological needs of consumers is analyzed. A survey is conducted on the influencing factors of consumers' purchase decisions using new media, and research hypotheses are put forward. Questionnaires, SPSS data analysis, descriptive analysis and other methods are used to compare consumer purchase decision-making behaviors and psychological needs in different media environments, and relevant conclusions are drawn. First, the personalized push of new media platform has a greater positive impact on the psychological needs of consumers' purchase decisions. Second, other people's consumption experience in the context of new media has a greater impact on the psychological needs of consumers' purchase decisions. Third, ease of access to information affects the psychological needs of consumers' purchase decisions. If product-related information is easy to obtain, consumers will make judgment based on this information.