Research On The Influence Factors Of Users' Online Browsing Behavior

According to the 45 th China Internet Development Statistics Report in 2020,as of March2020,the number of Internet users in my country reached 904 million,an increase of 75.08 million from the end of 2018,and the Internet penetration rate reached 64.5%,an increase of4.9 percentage points from the end of 2018.With the increase in the number of network users,the forms of network information presentation are constantly enriched,from the original text and picture forms to today's live broadcast,video and other forms.At the same time,the online browsing behavior of network users as an important means of searching for information has attracted more and more attention from the academic community.Browsing behavior is an innate skill of human beings.Humans obtain information by observing the surrounding environment with their eyes.With the improvement of productivity,browsing behavior has been given more connotations.Online browsing behavior is the most common behavior used by users in the network environment.In modern network environments,people mainly obtain information through the Internet,and online browsing behavior has become the most basic way of behavior in the network environment.With the continuous evolution of the presentation of information content,the factors affecting user browsing behavior are also constantly changing.These factors determine the development direction of the network environment and the availability of network information resources in a certain sense.At the same time,in the face of massive network information and complex network environments,the quality of user browsing experience directly affects the utilization efficiency of network information resources and the speed of progress in network productivity.From this point of view,it is very necessary to study the factors that affect users' online browsing behavior.Therefore,the research on the factors influencing users' online browsing behavior cannot be ignored.In the context of the Internet era,browsing,as the most important behavioral mode of users in the network environment,affects all aspects of the development of the Internet industry,and has extremely high research value.This paper conducts an exploratory research on the influencing factors of users' online browsing behaviors.Through open interviews and professional data software analysis,it analyzes the current deficiencies in the quality of network information services,and provides targeted countermeasures to help improve the quality of network information services.,Improve user satisfaction,but also provide a reference for the construction of the network environment.After comprehensively considering factors such as gender,age,education level,etc.,this study selected 26 interviewees to conduct open-ended interviews,and discussed with the interviewees in the form of dialogue to identify the set of factors that affect users' browsing behavior.And use Nvivo11 software to code and analyze the interview results.The analysis obtained 28 nodes and refined them on this basis,and finally summarized the influencing factors into the three main factor sets of "objective conditions","subjective cognition" and "biological drive",and established a theoretical model of the influencing factors.Finally,based on the research conclusions and actual conditions,feasible suggestions on how to improve users' online browsing experience are put forward.User's online browsing behavior is affected by the combined effect of many complex influencing factors,and the problems found are summarized on the basis of data analysis.Feasible suggestions to improve users' online browsing satisfaction.In the current network environment,users,network platforms,and government regulatory agencies should work together to improve the browsing experience of the network environment from the perspectives of network information content,platform design,network facility construction,business model development,and network security supervision.