新媒体营销平台对中国韩流消费者认知度与购买行为的影响分析

Abstract

This study, based on the Stimulus-Organism-Response model and cultural identity theory, explores the influence mechanisms of new media marketing platforms on the awareness and purchasing behavior of Chinese Korean Wave consumers. By constructing a theoretical framework, this research identifies advertising recommendations, social interactions, and convenient services as key stimulus factors and examines how they influence purchasing behavior through psychological responses such as brand awareness, cultural identity, and emotional resonance. Using questionnaire surveys and empirical analysis, the results reveal that stimulus factors significantly enhance consumers' psychological responses. Advertising recommendations boost brand awareness, social interactions strengthen cultural identity, and convenient services foster emotional resonance. These psychological responses have a significant positive impact on purchasing behavior, with emotional resonance playing a particularly prominent role in driving purchase intention, consumption frequency, and word-of-mouth behavior. Furthermore, psychological responses serve as a crucial mediator between stimulus factors and purchasing behavior. This study enriches the theoretical research on new media marketing and offers practical guidance for companies to develop precise marketing strategies. It emphasizes the importance of emotional connection, interactive experiences, and service optimization. However, as the sample primarily focuses on younger consumers, future research should expand the sample scope and cultural contexts to further validate the universality of these conclusions.