The Behavior Research About Information Customization Consumption

The technology of Internet has been emerged and developed rapidly since last 90s’ when computer is globalized in people’s daily life. From that moment, a virtual door gate has been open from the real life, and people have been brought in to a new never-seen era.Within the sign of overload information in the century, any consumers want to get valued information with shortest time and most convenient methods. However, under network, when facing vast amounts of resources, users often get lost in the trek of Internet and without knowing where to start searching. Meanwhile, consumption attitudes and patterns have changed dramatically due to the rapid development of global economy and the popularity of Internet technologies. And there are some new produced features in the model of Information Consumption, such as individualized consumption and initiative consumption, which lead to The Customization of Information Subscription. From the earliest NEWs group subscription, RSS blog to point-to-point fans subscribe today, this subscribed consumption is becoming increasingly popular.This article aims at the perspective of information consumers, and analyze the factors affecting the customize behavior of consumers with the combinations tech info receiving model and user’s online subscription. It is acknowledged from the questionnaires that there are 5 aspects, which will impact on consumer’s behavior in varying degrees, perceived usefulness, perceived accessibility, perceived risk, trust, and behavioral intentions. And the accuracy of the information will be influenced by the dissemination of social information.In the research of customized consumer behavior, this paper suggests a number of recommendations on social network customization, including optimizing information flow, stimulating quality content, upgrading cognitive literacy of information receiving, etc. Hopefully, this will arouse to the attention of improving efficiency of user customization in social networks and eventually to promote the development of information dissemination.