Rearch On The Influencing Factors Of College Students’online Culture Consumption

In the Internet environment,the network culture has developed rapidly,and its related industries(online games,online shopping,etc.)are constantly growing.The overall industry has maintained a relatively high growth rate.China’s online video,music,games and literature categories of users reached 1.65 billion,which shows that the network culture market users are huge.The development of Internet technology has gradually freed the network culture from the shackles of books and TVs,and can be spread anytime and anywhere.It has also effectively promoted the rapid rise of many offline industry chains such as peripheral products,acquaintances,derivatives processing and sales.Because the content of the network culture involves many fields and the communication is convenient,it has become the darling of the new generation of cultural consumption.These characteristics make it more and more concerned among young people,especially college students.In the network culture market,online animation and its derivatives have an extremely broad market and high influence in the post-90s college students.Based on the above background,this paper analyzes the situation of college students’online animation consumption based on the online shopping preference model,and extracts four main influencing factors:trust factor,risk factor,condition factor and subject characteristic factor,considering the characteristics of college students’ network consumption and the characteristics of specific consumption behaviors,the research model of the factors affecting college students’online animation consumption is established.Among them,the trust factor is divided into popularity and trust experience;risk factors are divided into effect risk and economic risk;condition al factors are divided into entertainment conditions,technical support,and participation interaction;subject characteristics are divided into technical proficiency,curiosity,and product interest.In this study,questionnaires and quantitative analysis methods are mainly used to conduct in-depth research on research issues.Finally,this paper summarizes the management recommendations of universities based on the comparative study of the influencing factors and the conclusions of the results and the conclusions of the research.This paper has practical significance for college students’ online animation culture consumption phenomenon,the law and the work of college administrators.According to the analysis of the phenomenon of college students’ online animation culture,this paper can further explore the consumption behavior of college students’online animation products,explore the influence of animation culture consumption on college management strategies,and put forward relevant rationalization suggestions.