The Research On The Role Of The New Media To The Consumer Behavior Of The Uyghur Students In Urumqi High School

Concept of consumption is the whole attitude and an overview ofconsumption level and pattern of consumption of people. The rapid developmentof economy improves the standard of material living of people and brings the bigchanges in their concept of consumption and in the customer behaviour. We areliving in the time of information explosion. Since we entered the new century,The new mmedia has developed rapidly and quickly spread to every corner of thesociety. The popularity of the Internet make people can know what is going on inthe world without going out of home. The rapid development of Internet hasbrought people the environment and opportunities of receiving the information.The three mode of transmission of Internet, like convenience, rapidity andinteractivity are impecting on people’s daily life and raising the new upsurge ofconsumption.After world warⅡ, the economy has increased rapidly in the capitalistcountries and brought a large increase in social wealth. It make people think thatsocial wealth is inexhaustible. So arises the consumerism ideology that peoplecan arbitrarily own and consume the treasure and got the public’s approval. Itbrought the big social influence. Since China’s reform and opening up, theeconomic construction of China has made great achievements. Many people hasbecome the direct beneficiaries of reform, this is the material basis ofconsumerism is popular in China. Consumerism as an important culturalphenomenon in the process of globalization, advocating the way of consumingmaterial comforts. With the development of economy people are increasinglychasing the level of life. The new media is closely linked to the consumerism.The content of new media is guiding people’s consumption style and the onlineadvertising is stimulating people’s consumption psychology.High school students are also influenced by consumerism. Adolescence is a transition state of childhood to adulthood. This stage in people’s life plays a veryimportant role in formation of outlook on life and value. At this stage, people arevulnerable to temptation. Sometimes, they fall into bad habits affected by thesurrounding factors. Today, new media is conveying the information faster andmore widely. It is important for people and society. Our society can be consideredto be the information society and it is also a consumer society. High schoolstudents are in the foundational period of personality development, that play arole in the development of indinidual judgment and values. The development ofnew media plays a role in values of teenager that not allow to ignore. Today,practical value and use value of consumption has been replaced by identity value.It is well known that, Xinjiang is the region with a special geographicalposition and economy of Xinjiang is backward. But senior high school students inthis region also using the most popular computer and cellphone. They do love getthe conspicuous consumption through the network. Their consumer behavior isclosely related to the new media. The Internet is covered with the world. Thefusion of web and mobile is a major point of this article. This article through thequestionnaire of Uyghur high school students to survey the role of new media ontheir consumption behavior.