| In recent years, China’s Internet structure has changed dramatically. The size of the mobile Internet users expands exponentially. People favors more and more over the mobile Internet applications. Using Internet applications on mobile devices are becoming more favourable and common in people’s daily lives. With the rapid development of technology and users, the mobile Internet companies are facing an increasingly fierce external competition and complex internal operation environment. The mobile Internet has the characteristic of rapid propagation, and it’s obvious that the content of the information easily gets into the homogenization when users use it with similar businesses or services. On the contrary traditional Internet information service oriented user behavior research method was not suitable for the new characteristics of mobile Internet such as fragmentation, or broadband wired networks. Therefore, with the background of the massive data and information sharing and the mobile Internet information service,how to attract users and obtain effective information efficiently has become the current focus and challenge for both academic and theoretical research.This paper is composed with the following outline: "origin of theory and literature review, analysis of the characteristics and preferences of mobile Internet users, constructing user interest model of mobile internet information service, and the research on the sharing behavior of mobile internet information service users".Base on user characteristics, preferences and behavior-related theories,by defining the connotation and category of user behavior on mobile Internet information from the existing researches, this paper studied the user behavior on mobile Internet information by comparing and choosing a number of user behavior analyzing methods. This article along before purchase features and user preferences, users purchase in the process of interest analysis, user to buy the share behavior analysis of three logical mainline comb and argument,mainly focus on the following contents: (1) from the perspective of online information service to study mobile Internet user behavior, taking the mobile client news information as an example, this paper analyses the user browsing mode of mobile internet information services, and collects the news information of Baidu, Tencent, Netease and other news clients with the help of the network crawler, and statistically computes the probability distribution of the users click news; (2) from the offline perspective, collecting data from the telephone interview surveys and the operator back-end database by focus interview method, using econometric method to construct the discrete selection model of mobile Internet user behavior preference, through the subdivision of the user behavior to find out the influence of partial user information service Good key factors, and investigates the characteristics of user behavior for mobile Internet information services; (3) By using the joint analysis method, this paper evaluates the questionnaire data, and uses the joint analysis module of SPSS22.0 to study the influence of different characteristics of mobile Internet information service on user preferences; (4)Base on the analysis of user characteristics and preferences for mobile Internet information services, fully considering the data availability and other related factors, taking mobile microblogging as an example to construct an user interest model for mobile Internet information service. The relevant factors influencing the users’ interest in moving information service are analyzed through designed experiments. (5) Finally, starting from the perspective of user sharing, sharing a constructed model of mobile information service for the user, through a method of data mining to study the shared characteristics of users for mobile information service, and the scientific nature as well as the validity of the model were verified through a simulation experiment. This five research parts summarized above have constituted the basic frame of the user behavior on mobile Internet information analysis, to analyze and discuss according to analysis of the characteristics and preferences before purchasing, interests during purchasing, and sharing behaviors after purchasing.Conclusions: (1) summarizing related research achievements at domestic and international mobile Internet information services and mobile Internet user behavior in the field; (2) through the online mobile web browsing data analysis of mobile Internet information service user reading mode, the study finds that users in the use of mobile Internet information services, browsing interface is the main effect on user selection; (3) this paper using the econometric analysis method to construct a discrete choice model for the mobile Internet information service user behavior characteristics, the results shows that the variables such as network speed,ease of use, the cost of use, and whether they meet their diversified needs all have significant impacts on users’ willingness to use mobile Internet information services. (4) through qualitative analysis to identify the key attributes of the mainstream App, the formation of personalized service, the content richness, picture clarity, the use cost and other characteristics of the 6 attributes, conjoint analysis method of mobile Internet information service attribute relative importance of sorting, at the same time, completed estimate for each attribute level of user utility; (5) taking micro-blog mobile information service as an example, collecting client data, constructing user interest model of mobile information service, mining the interest points of mobile information service users, summarizing the characteristics of users’interests, and completing the improvement of traditional LDA model, this paper proposes a new model and method to extract the real interest points from network data. (6) Taking micro-blog mobile information service as an example, crawling mobile microblogging data, through the data mining means for the construction of mobile Internet information service user sharing model, to achieve the users sharing behavior prediction, summarizes the influence factors of users to share, and through the simulation experiments verify the scientificity and validity of the model.Base on the above conclusions, this paper extends the following innovations:(1) Put forward the mobile Internet information service in the research of user behavior analysis framework. By mobile Internet users browse mode,characteristics, and user preference analysis of three levels: research,constructs the analysis framework for mobile Internet user behavior research.The analysis framework by the mobile users to browse the Internet information service mode, the characteristics of mobile Internet users model based on discrete choice models and joint analysis method based on mobile Internet user preferences, the framework of user behavior analysis for mobile Internet information services is improved.(2) Built for an user interest model for the mobile Internet information service. Base on the analysis of domestic and international research on the interest, start from user interest and purchase behavior, focusing on mobile network information service user behavior interest. Taking Sina mobile micro-blog as an example, through the construction of the mobile Internet information service interest model of user behavior, this paper studies the key factors that cause mobile user select mobile Internet Information Service interest, proposing a new method to extract the real interest points of user’s from the perspective of mobile Internet users message publishing,forwarding and comment responses.(3) Set up mobile Internet users to share mechanism of information service. Through the research and analysis of online information dissemination map, this paper extracts text attributes characteristics of mobile Internet users, and use the data mining method to study the behavior of sharing, the experiment results validate the effectiveness and validity of this model, which plays a guiding role to the precise information service push and marketing of mobile Internet information service and content services enterprises.In conclusion, this passage mainly focuses on research of characteristics and preferences, interests and sharing behaviors of users. Base on previous researches, we can build an analyzing frame facing to behaviors of mobile Internet information service users, which has achieved a series of conclusions and results to enrich the analyzing theory of mobile Internet information service user behaviors. As a result, this provides important guide to mobile internet information service providers and content providers,which helps them get more precise in marketing and information service pushing. |
