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从大众传媒时代到互联网时代,以互联网和移动互联网为基础的应用彻底改变了人类以往的生活方式,这种变革正在各个行业和领域逐步有序地展开。媒介生态环境的变化,使得消费者心理和行为模式发生变迁,这种变迁将改变整个传播营销的生态基础。我们观察到,数字时代消费者心理和行为有以下六个方面的改变。1.消费不再依赖记忆20世纪著名媒介理论家麦克卢汉那句名言“媒介即人体的延伸”依然经典,只是需要重新解读。互联网减
From the era of mass media to the Internet era, the application based on the Internet and mobile Internet revolutionized the way of life of mankind in the past. Such changes are being carried out in an orderly manner in various industries and fields. Changes in the media eco-environment, making changes in consumer psychology and behavior patterns, this change will change the ecological basis of the entire communication marketing. We observe that the consumer psychology and behavior in the digital age have the following six aspects of change. 1. Consumption no longer relies on Memory of the famous man of the 20th century, McLuhan’s famous saying “The extension of the media, the human body,” is still classic and needs to be read again. Internet minus