Research On The Implicit Attitudes Of College Students Towards Mobile Social Networks

The appearance of Mobile Social Networks(MSN)transferred the rapid advance of social networks from the PC side to the mobile terminal.Therefore,with the rapid development,a large number of new applications and services of mobile terminals have appeared.The mobile social networks which were mainly built up by a variety of mobile social applications also show a trend of diversification and are popular with Internet users.The student groups are still the main part among mobile internet users,and the 20 to 29 age group accounted for the largest proportion(30.4%).According to Eriksson’s Personality Development Theory,college students who are in the sixth stage are especially more concerned about the need for intimate relationships,sense of belonging and security,self-worth,be recognized and respected and other issues.In addition,college students are full of curiosity and detective desire,so the mobile social network services which are diverse and portable become their "soul harbor" when the real life can’t meet their needs.In particular,the marriage-dating mobile social networks and video-live mobile social networks that are of higher awareness in college students today can meet their more diversified and multi-level needs.Nowadays,many marriage-dating and video-live mobile social applicants are sought after by college students.These applicants can meet many needs of college students,at the same time,there are many potential threats.The lack of self-safety awareness and self-management awareness of some college students and the lack of social management led to many negative effects on students’ physical and mental health by some network false information,pornographic video,obscene live and so on.So,what attitude do college students hold towards these phenomena? The dual attitude model suggests that the subject can have two different attitudes towards the same attitude object.One is the explicit attitude that the subject can realize and report directly.The other one is the implicit attitude that doesn’t need consciousness to participate and activate automatically.Studies have shown that the implicit attitude will have a certain impact on the individual’s behavior(tendency),that is,the implicit attitude towards marriage-dating and video-live mobile social networks of college students will affect their use behavior,and to a certain extent on the students’ learning life,psychological experience and so on.Therefore,in this paper,the writer used the single-class implicit association test(SC-IAT)to measure the implicit attitude of college students towards marriage-dating mobile social networks and video-live mobile social networks.Moreover,the writerexplored the main influencing factors of college students’ attitude towards the marriage-dating mobile social networks and video-live mobile social networks by semi-structured interviews.In addition,the writer discussed the results of this study combining with Technology acceptance model,Flow theory,Uses and gratifications theory.The results show that:1.College students’ implicit attitude towards the marriage-dating mobile social networks is positive,and there is no significant difference in sex,grade,place of residence,discipline,whether it is the only child and the time of smartphone-use.2.College students with different gender have significant differences in the implicit attitude towards the video-live mobile social network.The boys’ implicit attitude is positive;the girls’ implicit attitude is negative.3.There are significant differences in the implicit attitude towards the video-live mobile social networks among different professional college students,which is characterized by the implicit attitude of liberal arts/arts college students is significant negative;yet the implicit effect of science/engineering college students on their implicit attitude towards the video-live mobile social networks is not significant.4.Cognitive factors are the main factors affecting the attitudes of college students towards the marriage-dating and video-live mobile social networks.Mainly includes the follows: college students’ views of the usage,impacts on individual or social,existing problems and potential threats of marriage-dating mobile social networks and video-live mobile social networks.