An Empirical Study Of Influencing Factors Of User's Adaptive Information Seeking Behavior In Mobile Virtual Community

Mobile virtual community is an extension of the virtual community on the mobile Internet,which combines the characteristics of mobile and the characteristics of the virtual community,so that the user's information behavior is transferred to the virtual environment and the mobile environment.At present,users' information seeking activities in mobile virtual community present a new law.Instead of receiving information passively,users are actively involved in information activities to meet their diverse information needs..This paper adopts the idea of cognitive switching theory and adaptive structural theory to explore how individuals use mobile virtual communities to seek information and explore the influencing factors of individuals' adaptive information seeking behavior through empirical research.The structure of the paper is divided into six parts:The first chapter is the introduction part,which mainly introduces the research background and significance of this paper.The research on mobile virtual community,virtual community information seeking behavior,the application of cognitive switching theory,the application of adaptive structural theory,methods and content as well as innovation points.The second chapter is the relevant theoretical basis.This chapter systematically expounds cognitive switching theory,adaptive structure theory,social cognitive theory and attachment theory,which provide theoretical support for the construction of the model.The third chapter is the research hypothesis and model construction.This paper constructs a research model and defines six first-order variables and two second-order latent variables.The perspective of cognitive switching includes variables such as novel situations,information-task misfit and normative pressure,from the perspective emotional includes variables such as attachment and trust,and from the perspective of personal traits,includes variables such as self-efficacy and personal innovativeness in IT,those examine the impact of these variables on adaptive information seeking behavior.Seven research hypotheses are proposed.The fourth chapter is the questionnaire design and data collection.The data was collected through the Questionnaire Star.The entire data collection process lasted for 3 weeks and 332 valid questionnaires were obtained.According to the structural equation modeling requirements for the sample,the actual effective questionnaire is larger than the number of samples required by the theory.The fifth chapter is data analysis and model validation.The data was analyzed using analytical tools such as SPSS and SmartPLS.The test found that the first-order latent variables have good reliability and validity,and the second-order latent variables are appropriate.Then,using the partial least squares structural equation model to verify the research model,it is found that in addition to trust has no significant impact on the adaptive information seeing behavior,novel situations,information-task misfit and normative pressure,attachment,self-efficacy and personal innovativeness in IT significantly affect adaptive information seeking behavior.Among them,personal innovativeness in IT is the decisive factor in the adaptive information seeking behavior.The sixth chapter is the study of summary and prospects.First of all,combined with previous research and comparison,the conclusions of this paper are summarized.Then,based on the research results,targeted recommendations were provided to mobile virtual communities' providers and users.Finally,it points out the shortcomings of this paper and proposes future research directions.