Analysis of the Psychological Impacts of Digital Media on Consumer’ s Purchasing Behavior in Cross-cultural Communication

Abstract

In this era of globalization, cultural exchange and collision have become unprecedentedly frequent. The digital media breaks down geographical and cultural boundaries, providing consumers with a wider range of choices and richer information, thereby enhancing their autonomy in purchasing decisions. Digital media can promote the diversified development of cross-cultural communication methods in cross-cultural communication, help cross-cultural communicators cope with language barriers, and meet the personalized needs of the public. Under the influence of digital media, consumers' purchasing decision-making autonomy, willingness, and expression desire are all becoming stronger.