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In the era of big data in twenty-first Century，with the rapid development of the computer and the popularization of the Internet, more and more attention has been paid to the application of new media on the Internet and mobile phone, the new media can not only improve the efficiency of access to useful information, but also greatly meet the needs of receiving information in anytime and anywhere. At the same time, people enjoy the comfort and convenience brought by the new media, the media is also quietly affecting the audience, companies and organizations in different industries are also aware of this impact, and began to use the influence of the new media to carry out marketing activities. However, with the continuous updating of digital technology and the emergence of new communication technology, the network marketing method is also due to changes. In the era of constantly updated data, enterprises who understand how the new media affect consumer buying behavior, know how to use the new media to guide consumer behavior. Therefore, the purpose of this study is to explore how the new media communication characteristics affect the purchase behavior, how to use the new media to network marketing.Firstly, this paper collates a large number of documents about the online shopping behavior of college students and impact of new media on the purchase behavior, bases on the technology acceptance model, the research variables include not only the variables of the classical theory (perceived usefulness, perceived ease of use), but also the interactive and entertaining features of the new media,the purchase intention is used as an intermediate variable to examine the relationship between the new media and the actual purchase behavior. Finally, using the questionnaire survey method to collect the data, using the empirical analysis results, it is concluded that the three characteristics of perceived usefulness, perceived interactivity and perceived entertainment of the new media communication positively influence the actual purchasing behavior of College Students. According to the conclusions, this paper gives some suggestions on how to use the new media to carry out the network marketing, and analyzes and summarizes the related research.