Research On The Influence Of New Media Marketing On Consumer Purchase Behavior In B2C Environment

In recent years, China’s B2 C e-commerce is rapidly developing, and it has a close contact with new media which also developed by means of the internet, B2 C e-commerce companies have a natural advantage in new media marketing. With the development of the mobile internet, the internet users are no longer satisfied with the existing resources, but also ask to participate in the process of creating information.As a highly interactive network social tool, new media has met the needs of users participating in the production of information resources. But how to B2 C enterprises do marketing activities by use the new media effectively, so as to promote the purchase of online consumers is a major issue that related to the development of e-commerce enterprises. Therefore, this paper has an important theoretical and practical significance to study the new media marketing.In this paper, based on the theory of consumer behavior, opinion leader and relationship marketing. Take the consumer groups who have B2 C website shopping experience, and have used at least one new media and received new media marketing information as study object.Take the Micro-blog, Wechat and mobile APP as the main representative of the new media. By using literature research, questionnaire survey,mathematical statistics, and structural equation modeling method(SEM)etc. to study the influence of new media marketing on consumer purchase behavior in B2 C environment.Firstly, this paper reviews the new media marketing’s definition, strategy,significance, and the relationship between new media marketing and consumer behavior. Then, based on the technology acceptance model(TAM)and the innovation diffusion theory(IDT), the structure equation model of the new media marketing and purchasing behavior of B2 C is established. The relationship between the new media characteristics, the influence of the official account, the attitude, perceived value and purchasing behavior is constructed, and the moderating effect of the relationship quality is assumed. Finally, through the empirical analysis of the questionnaire data,the initial theory model is modified. And verified that the new media features has a direct positive effect on purchase behavior while the official account has an indirect positive effect on purchasing behavior. The mediating effect of perceived value and attitude on the new media characteristics and buying behavior was verified.Themoderating effect of relationship quality between attitude and purchase behavior is denied.The innovation of this study is that, it is combined the theory of opinion leaders with the theory of consumer buying behavior, and proved the role of new media opinion leaders in the online shopping environment. Also, the internal relations between marketing and communication science has been strengthened. In addition, in the construction of the research model, the relationship quality was used as a moderating variable between attitude and purchasing behavior, so it has innovation significance in model setting.