A Study On The Immersion Experience And Behavior Of College Students' Microblogging

Micro-blog is an open social networks based on WEB2.0, has the media application, the original share and free interactive features. College students as one of the main user groups micro-blog service, study its micro-blog flow experience and behavior, not only has great commercial value for micro-blog service provider, also has the positive sense and the correct use of micro-blog for the college students.In this study, college students micro-blog user as the object of research, motivation theory and flow theory based on the functional characteristics, combined with college students physical and mental characteristics and micro-blog services, gender, grade, professional as control variables, discussed the influence of some factors micro-blog variable flow experience, and established the relationship model between the micro-blog flow experience and behavior micro-blog immersion experience, in-depth analysis of the effect of direct and indirect effects on customer behavior intention and behavior. This research mainly adopts the empirical research method, access to the user data through the questionnaire, a total of342valid questionnaires. Data analysis using SPSS19.0and AMOS21.0, using the homogeneity test, factor analysis and structural equation modeling methods such as descriptive statistical analysis, reliability analysis, validity analysis, single factor variance analysis and path analysis, respectively, to verify the three antecedent factors (interaction, pleasure, focus) and six intermediate factors (control, skills, inspire, challenge, telepresence, time warping) affects the micro-blog flow experience, and explore the relationship between micro-blog flow and user behavior.Research shows that, significant positive effects micro-blog flow experience indirectly by interaction, pleasure and focused, the pleasure is the main predisposing factors influencing variables micro-blog flow experience. At the same time, the results also confirmed, control, encouragement, skills, time warping and distance learning also has a significantly positive effect on micro-blog flow state of student users, which directly affects the control and encouragement is the most significant. In addition, the micro-blog flow experience, behavior intention and behavior of the relationship between the three studies, results show that, micro-blog flow experience has a direct positive effect on behavior intention, but there is no direct significant correlation between micro-blog flow experience and user behavior, but the indirect positive effect between the two is very significant. Conclusion the main features and micro-blog this research based on, the paper put forward some relevant suggestion to micro-blog service providers, such as research and development efforts, entertainment and gaming application launch users active degree and influence ranking, topic recommendation module and personalized service module, so as to improve the students micro-blog user commercial value. At the same time, also points out that the significance of college students to get micro-blog flow experience and shape the scientific micro-blog behavior.