Research on the Guiding Effect of New Media on Consumer Purchasing Behavior and Willingness
Abstract
New media, which plays a significant role in the development of economy of China, especially e-commerce, has guiding function to the intention and behaviour of the consumers for a large range of age. The study will illustrate the key component that have a great effect on marketing and advertising. By pointing out the nature of new media, the study is going to analyse how guiding function works in leading individuals to decide to consume and give the countermeasures to those unpopular media platforms, which promotes the development of other social medias and the whole economy. In order to explore the popularity and the guiding function in driving the development of the economy by new medias. TikTok will be taken as an example as to the sample of live streaming which is another way with guiding function in consumption. Other media platforms will be a comparison to TikTok in the degree of successfulness of advertising.
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