The Influence of New Media on Consumer Perception in China

Authors

  • Xianghui Kong Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Thailand
  • Andini Risfandini Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Thailand and Universitas Merdeka Malang, Indonesia
  • Muhamad Choldun Sina Setyadi Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Thailand

DOI:

https://doi.org/10.33830/isbest.v4i1.3249

Keywords:

New media, Consumer perception, Business Marketing Strategy

Abstract

This study aims to analyze the impact of new media on consumer perceptions. The sample group comprised 400 respondents from internet platforms in Shandong, China. At the statistical significance level of 0.05, descriptive statistics such as frequency, percentage, mean, and standard deviation were employed to analyze data, as were inferential statistics such as Independent Samples t.test, One-way ANOVA, LSD, and Multiple Linear Regression. The study's results found that demographic factors such as gender, age, and occupation, in addition to "educational background, impact consumer perceptions. The emergence of new media, represented by Internet opinion leaders, Self-media, and Brand experience, influenced consumer perceptions.

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Published

2024-11-05

Conference Proceedings Volume

Vol. 4 No. 1 (2024): Proceeding of The 7th International Seminar on Business, Economics, Social Science, and Technology (ISBEST)

Section

Articles

License

Copyright (c) 2024 Xianghui Kong, Andini Risfandini, Muhamad Choldun Sina Setyadi

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

This journal using Creative Common CC BY 4.0