Research On The Influencing Factors Of College Students’ Information Consumption Behavior

According to the statistics of the National Bureau of statistics in 2020 on the total consumption in 2019,China’s total final consumption expenditure has increased by 78.5% compared with the previous year.In the proportion of total consumption expenditure,information consumption is more prominent.Information consumption is mainly based on the Internet.According to the data in the statistical report on the development of China’s Internet,by the end of 2019,the Internet penetration rate in China will soon reach 60%.Among the groups that have been covered,the proportion of college students is close to breaking through 40%,far exceeding that of other groups.Therefore,the core group of information consumption behavior is college students.Firstly,this paper introduces the research background and significance of this paper,summarizes the related concepts of influencing factors of College Students’ information consumption behavior,seriously summarizes the research results of previous scholars on information consumption,expounds the concept,classification and characteristics of information consumption,the motivation and purpose of College Students’ information consumption,and the positive and negative impact of information consumption on college students Negative effects.Secondly,referring to a large number of literature on the influencing factors of information consumption,combining with the case of "campus loan" and interviews with colleges and universities,and referring to Hall’s three-dimensional structure model,this paper extracts the influencing factors of College Students’ information consumption behavior from the subjective,objective and environmental dimensions,and puts forward the research hypothesis according to the extracted influencing factors.Thirdly,this paper takes five college students of Changsha Zhuzhou Xiangtan Urban Agglomeration(namely Central South University,Hunan University,Hunan Normal University,Xiangtan University and Hunan University of Technology)as the research objects to carry out empirical research.Based on the three-dimensional structure framework and Delphi interview method,the index system of influencing factors of College Students’ information consumption behavior is initially established,and the exploratory survey is used to revise it.Then,using the questionnaire survey method to design the questionnaire and collect data,the effective data is imported into spss26.64 software for reliability,validity,correlation,multiple linear regression and weight analysis,to determine the influencing factors of College Students’ information consumption behavior and the existing problems.Finally,according to the research conclusions and problems,it is proposed to establish a scientific concept of information consumption,reasonably allocate the proportion of each index,fully tap and cultivate the quality of students,improve the effective utilization rate of information,standardize the work study management system,broaden the income channels of college students,improve the information service infrastructure,improve the activity of information consumption,and strengthen the management and control of the information market,In order to improve the information consumption ability of college students,it is necessary to purify the information consumption environment.