Based On SEM Studies Of User Behavior Mechanism Of Virtual Communities

Internet users and terminal equipment and Internet infrastructure have been expanding by leaps and bounds speed Since 1997, China's Internet into the period of rapid development, as of June 2009, the total number of Internet users has reached 338 million, the penetration rate was 25.5%,the average Growth rate was 13.4%, Web2.0 era continue to develop has provided fertile soil for rapid development of China's Internet industry.In recent years, the Internet industry to the direction of industrial operations, commercial application, multi-service integrated platform and intelligent based on the development of Web2.0 concept and technology.-The emergence and development of Various types of virtual communities marked social networks and social networking. The notable feature of internet in Web2.0 era is interactive features, and user self-creativity, virtual community website concentrated BBS, chat rooms, e-mail, instant messaging, SNS, message board, blog and other online interactive tools to create a good mechanism of user interaction and obtain and maintain a high viscosity of users."Renren network" from the "Xiaonei network " created in 2005, The first customers are college students, With the rapid spread as viral of SNS, it covers more than 2,200 universities in the country and has already become China's largest social networking site.with the initial users have graduated, users structure was changed, in order to adapt to this change, in 2009, "Xiaonei network " changed its name to "Renren network" to face the user from the students at the school expanded to the whole society Currently, almost every college students with "Renren network" account access and visit the website for social activities is so common in college life,Virtual Community Web site is constantly reducing the virtual level, online activities and practical activities are getting closer and closer that virtual behavior is getting close to the reality. The behavior of students in the social networking site is bound to affect their actual performance, then to impact their social behavior, In This paper select "Renren Network" and its college users as research subjects, design the questionnaire and make a random survey in the context of Shanxi University, based on the early understand of the site and check on large number of relevant literature.Do the reliability and validity analysis to the data collected with SPSS and determine the parameters and variables of the research ultimately. SEM model building by AMOS and Configuration data into the model for computing. The optimal model of user behavior mechanism was formed after amending five times according to the model result of the operation. The relationship of causality and correlation and their degree between different actors, each of the elements and their corresponding behavior latent variables as well as Observing variables about all affecting elements will be Reflected from the model._Through questionnaire and model analysis to quantify that user behavior mechanism of " Renren- network " to provide a reference to the site construction, network software development, the guidance and education to network information behavior of students.