Research On The Information Behavior Portrait Of College Students Under The COVID-19 Epidemi

With the global pandemic of COVID-19,information about the COVID-19 has been widely disseminated under the influence of the rapid development of the Internet.As an active group on the Internet,college students are very active in searching,spreading and sharing information,but they have different information needs,information perceptions and information abilities in the face of the huge amount of information that is difficult to distinguish between true and false.As an important unit of college students’ education and management,how to combine the information needs of different students,get close to the behavioral characteristics of different students,guide positive online public opinion and promote the construction of emergency management informationization has become an important research topic for college management.Based on the improved risk information seeking and processing model,this study combines information behavior related theory and K-menas clustering algorithm to portray the information behavior persona of college students under the COVID-19.After sorting out the related researches at home and abroad,the information behavior variables of college students were firstly designed,and the characteristic variables of college students’ information behavior were obtained by dimensionality reduction of the collected questionnaire data;then the characteristic variables of college students’ information perception dimension were clustered,and then the individual characteristics and information behavior of each cluster were described,trying to explore the relationship between information perception and individual characteristics and information behavior;then the clustered groups were Then visualize the clustered groups and output intuitive and specific student persona;finally,based on the information behavior characteristics of different personas,propose corresponding emergency management strategies for universities.The findings of this study are as follows.(1)The information seeking and processing model of the COVID-19 includes three parts: personal characteristics,information perception and information behavior.Using principal component analysis,the 19 variables of information perception variable can be downscaled into four feature variables: risk perception,information seeking motivation,information channel trust and information gathering ability,and the information perception variable directly affects information behavior.(2)Information behavior profile can be divided into "active information seekers","trustful information receivers" and "confident information avoiders",based on individual characteristics profile,information perception profile and information behavior profile.Based on the characteristics of individual profile,information perception profile and information behavior profile,the three profiles can be visualized.(3)Different emergency management strategies can be formulated for different groups.For active information seekers,we should pay attention to students’ actual needs and guide them to voice out reasonably;for trusting information receivers,we should focus on cultivating students’ information discrimination ability and avoid receiving information overload;for confident information avoiders,we need to enhance trust in official media and push targeted information.