The Influence of New Media on Consumer Perception in China

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 a statistical significance level of 0.05, descriptive statistics, including frequency, percentage, mean, and standard deviation, were employed to analyze the data, along with inferential statistics such as the 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.