Research On The Influencing Factors Of Information Seeking Behavior Of College Students In Zhihu Q&A Platform

With the rapid development of the Internet,network search has become an important way for people to obtain information.Social Q & A platform is a new online knowledge community and an important way for Internet users to obtain information.Zhihu is the benchmark of domestic socialized Q & A community and a platform for information sharing.College students as active users,their information search behavior is more and more frequent.In recent years,the research on information search behavior of social Q & A platform is a hot direction,but most of the research is based on all user groups as the research object,lack of research for college students;at the same time,although many scholars have paid attention to the information search behavior of social Q & A platforms,the current research is still in the initial exploration stage.According to the existing research results,based on the theory of information ecology,combined with technology acceptance model,information system continuous use model and Wilson information behavior model,the factors affecting college students ’ information search in Zhihu platform are divided into three levels,namely platform level,user level and information level.By combing the relevant literature and combining with daily observation,this paper puts forward the variables and hypotheses of this study,and studies the influence of usability,privacy risk,information demand,information literacy,information satisfaction and perceived usefulness on college students ’ behavioral intention.A total of 277 valid questionnaires were collected for empirical research through questionnaire survey.Then descriptive statistics,reliability and validity test,structural equation model test,correlation analysis and multiple regression analysis were performed by SPSS software to verify the research hypotheses.The results show that usability,information demand,information satisfaction and perceived usefulness have positive effects on college students ’ information search behavior.Information literacy and privacy risk have no significant impact on college students ’ information search behavior.According to the research results,corresponding suggestions are put forward from the perspective of college students and knowledge operators.at the level of college students,specific measures are given to stimulate information demand and improve information literacy;at the operator level,suggestions for development are given in terms of enhancing usability,improving content quality and reducing privacy risks.