Study On Development Of College Students’Brand Attachment Questionnair And Its Relationship Witn Their Self-Concept

This study based on the previous studies of network group events, establishment the spread motivation questionnaire of network group events. it is attempted to explore the structure of the communication motivation of network group events.it conducive to provide measurement tools and understand intrinsic motivation of Internet users and targeted preventive measures. First, based on the previous studies of network group events, we analyzed the original stuff of interviews and opening questionnaire survey to construct a questionnaire of College Students" Communication motivation. Then we applied the exploratory and confirmatory factor analyses to examine the construct of the motivation, meanwhile the validity and reliability of the questionnaires were also analyzed. Finally, communication motivation is been to do in-depth analysisThe main results obtained are as follows:(1)Network group event propagation motivation is a multi-dimensional structure, including follow suit, the purpose of social welfare, self-expression and self-indulgent. Follow suit consists of3items, self-expression consists of6items, self-indulgent consists of4items, social welfare purposes consists of6items.(2)The analysis of reliability and validity of the questionnaire showed this questionnaire has good reliability and validity, which means it, can be used to measure the motivation of network group events for college students. The reliability analysis showed that the internal consistency reliability of the questionnaire was0.834, The coefficient of internal consistency of the four dimensions of motivation for the students’ network group is between0.735and0.888;the half-split reliability was0.764, Each latitude of the half-split reliability is between0.704and0.848.The confirmatory factor analysis showed that the fit indices were good and specific as follows: x2/df=2.819; NFI, NNFI, CFI, IFI were all over0.90; RMR=0.068;RMSEA=0.06, between0.05and0.08.The result shows that the model is good.(3)The dimensions of social welfare purpose of college students’motivation for spread questionnaire have significant difference in degree, the degree of the concern for network group events, the use of proficiency, the significance of the organization’s network group events; the dimensions of self-indulgence have significant difference in gender, the degree of the concern for network group events, but no significant difference in other variables; the dimensions of self-expression have significant difference in the significance of the organization’s network group events, but no significant difference in other variables; the dimensions of follow suit have no significant difference in all variables.(4)Analysis:currently network has become the main place where Internet users express their demands. Although the Government does her best to ease internet user opinion, it has always been to take preventive measures. The results of this study can be seen:The dimension of the social welfare purpose has the highest average score. It can be learned that the main motive of the Internet users is that the requirement may not be able to solve unfairly. Therefore, this study recommends that the Government should be focusing attention on how to get Internet users to the inner balance as far as possible, giving their social support.