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

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.