Research On Factors Influencing The Network Information Consumption Of College Students

With the continuous advancing of informatization wave, information has become the important consumer goods, and information consumption, especially consumption of network information has also become an important factor to expand the field of consumption. In this era of Internet, college students are both the subject of studies and important group of network information consumers. According to the statistics from the China Internet Network Information Center, by the end of June2012, the number of Internet users in China reached538million, Internet penetration rate was39.9%. Among the occupational distribution of netizens, students accounted for28.6%, much higher than the other groups; and of whom, college students with access to Internet accounted for84%. In colleges and universities, college students have become a vital force in consumption of network information.However, as the network information consumption in colleges and universities is showing a trend of diversity, there remain problems that are worth attention. For example, college students in China have weak consumption capability on network information, they are unable to obtain high-quality information; there are all kinds of information, good or bad, on the network and college students with lack of identification ability in network information consumption can not filter out useful information; whether college students will be able to transform the information obtained into the knowledge required for their own, and fully absorb and use the knowledge, all of which are worthy of continued attention.Therefore, this paper chooses the consumption of network information by college students as the research object. First, through literature research, this paper studies the theories and research status of information consumption at home and abroad, and on this basis, it defines information consumption and network information consumption referred to in this paper, and combined with the status quo of network information consumption by college students in China, it expounds the concept, characteristics, and the positive and negative impacts of network information consumption in colleges and universities, and makes analysis from three perspectives of subject, object, and environment the factors influencing the network information consumption of college students. Secondly, based on the theories of the previous text, this paper takes Anhui University as an example to obtain the factors influencing network information consumption of college students through expert interview, questionnaire and other research methods, and based on the recovered questionnaire, it analyzes the data to provide basis for quantitative research; through expert interview and exploratory survey, it modifies the existing problems in the questionnaire survey, corrects, supplements and improves the index system of factors influencing network information consumption of college students, and lists the factors in a systematic and structured manner; and then through analytic hierarchy process, this paper determines the weight order of the various factors. Finally, this paper analyzes the main problems in network information consumption of college students and proposes corresponding countermeasures and suggestions to address these problems in order to help college students establish a correct consumer concept of network information, improve the ability to distinguish information online, and through the strengthening of management network information consumption of college students, to guide the network information consumption of college students into the track of healthy development.In addition, this paper adopts SPSS18.0data processing software to make descriptive analysis, reliability analysis, and factor analysis for the feedback data from the survey, and uses fuzzy analytic hierarchy process to determine the weight order of various factors and obtains relevant conclusions so as to make objective, real and empirical studies of factors influencing the network information consumption of college students.This paper focuses on the combination of theory and practice, establishes an index system of factors influencing the network information consumption of college students under this premise, and on the basis of empirical studies on Anhui University, it makes an empirical analysis of factors influencing consumption of network information and also an in-depth analysis of the factors influencing college students’network information consumption.