Studies On The Mental Factors Of College Students' BBS-using Behavior: Quantitive And Qualitative Approaches

This research trys to analysis the BBS-using behavior of the college student in order to explore the mental factors that may influence the attitude and behavior. The research include two part: the quantitive research and the qualitative research. The two part focus on the same issue through different approaches.The first part develop the research model based on the extended Theory of Planned Behavior and the main aim is to discuss the influence that internet self-efficacy, BBS-using self-efficacy, perceived controllability, interpersonal norm, perceived harmfulness, perceived usefulness and positive feeling may have on the BBS-using attitude and behavior. With the participition of 137 college student of cast China normal university, the research get the data using self-edit questionnaire. The reliability analysis and validity analysis shows the ISE questionnaire and BBS-using SE scale are acceptable. The result showed: 1.The intention of using BBS have significant direct effect on the using behavior. 2. The BBS-using self-efficacy have significant direct effect on the intention of using BBS; the BBS-using self-efficacy have not direct effect on the BBS-using behavior and the perceived controllability have not direct effect on the BBS-using behavior and intention. 3. The interpersonal norm have not direct effect on the BBS-using attitude and behavior. 4. The BBS-using attitude have significant effect on the intention. 5. The perceived usefulness and positive feeling have significant direct effect on the attitude. 6. The perceived harmfulness have significant negative effect on the attitude. 7. The internet self-efficacy have not significant direct effect on the attitude. 8. The internet self-efficacy have significant direct effect on the BBS-using self-efficacy.The second part of the research get the conclusion through interview and material analysis. The interview include once focus group interview and twice face-to-face interview. The material is obtained from three university BBS. The second part validated the conclusion of the first part and analysis the motivation of the college students' BBS-using behavior in-depth: 1. To gain the information. 2. To satisfies a variety of needs, including need for interpersonal communication and sense of belonging., need for telling and release, need for self-realization.