The Network Information Consumption Behavior Modeling And Validation Studies

In the process of social transformation and informatization, the proportion of Information Consumption (IC) increases gradually with the change of consumer demand and consumption custom, thus the structure of household consumption will be changed. The IC based on the network will become a major IC type, and this new consumption pattern will become a new source of economic growth and an important indicator to assess the level of informatization.Broadly speaking, the Network Information Consumption (NIC) refers to the network-based consuming behavior which the main consumption subject (an individual or organization) gets information products and services through network tools under the stimulus of certain consumption information. From the narrow sense, it refers to the consuming behavior which the consumers can get the necessary network information resources through the network.Through the analysis of the relevant domestic and foreign research, the writer found many achievements about the study on IC, but it is a different story when it is specific to NIC. Most foreign scholars attach importance to empirical research and domestic research also involves theoretical and empirical study. But domestic research is not systematic and the study on the consumer behavior of NIC is quite rare. On the basis of previous research, this paper attempts to expound the basic theoretical issues related to NIC systematically and build a behavior model of NIC with reference to relevant classical models. Then the model will be tested and we hope it will be practical and instructive.Combining these research ideas, this study is structured as follows:Chapter 1 is an introduction. It expounds the background and significance of the paper and describes the infrastructure issues like research methods, ideas, content and innovation. Chapter 2 is the present of literature reviews on NIC because they are the theoretical basis for later research. Chapter 3 expounds the theories about NIC systematically, including the concept, features, content, type and network information behavior. Chapter 4 and Chapter 5 are the key parts of this research. They elaborately describe modeling ideas, proposed hypotheses, questionnaire design, data collection and processing, model improvement. Chapter 6 is the last part of this paper. It summarizes the study of this paper and puts forward further research prospects for the deficiencies.Through literature review, model building and empirical analysis, this paper gets some results as follows:1. Putting forward the NIC behavior chain "demand stimulus-Information search-information selection-information utilization-satisfaction perception-stimulate the demand" and building a NIC behavior model in combination with the investigation of influence factors. Satisfaction Perception, the last part of the chain, is the feedback of overall consumption behavior process, and it is also the key point that distinguishes NIC behavior from network information behavior. Therefore, in the validation of the conceptual model, the author takes the part Satisfaction Perception as an example. The paper takes college students in Nanjing as the sample, and collects first-hand data through interviews and questionnaires. Ultimately, the selected subjective factor and objective factor have a significant effect on NIC satisfaction through model improvement, and the subjective and objective factor interacts with each other. They constitute a triangular frame of NIC satisfaction model.2. The paper conducts the comparative study on NIC through different gender and major. In the aspect of internet purpose, the study shows that the boys tend to browse news and get leisure, while girls are more inclined to learn, socialize and chat. Besides, compared to Literature and History Classes students, Science and Engineering Classes students are more likely to search academic data and employment data and get leisure. In the aspect of virtual consumption through the network, boys spent more than girls because boys pay for the net fee, game and mobile phone bill, while most girls just do the payment of mobile phone bill through the network. In the aspect of major category, the proportion of "never conduct virtual consumption" among Literature and History Classes students is higher and they are more likely to pay for cellphone APP and virtual money, while Science and Engineering Classes students prefer to pay for the online game, download document, video and music.