Studies On Gender Differences In The Factors Influencing College Students’ Network Behavioral Intention

The network has become an important part of people’s life, and caused greatchanges in people’s life.College students called"net generation" has generally higherlevel of computer skills.It is representative to be studied as a research object ofnetwork behavior.Previous research on college students’ network behavior oftenconsidered the students as a whole to compared to other groups and ignore thedifference of students internal.As a common statics variable,gender is often used toidentity behavior.Although gender has been a variable,researchers only focus onbiological differences.When people changed their gender recognation from biologicalgender to gender roles,gender has become a hot point in gender theory.Based on thegender schema theory,this research distinguish internal differences of college studentswith gender identity,and tries to find out cognitive difference of the different genderidentityon the network use intention influencing factors,the masculine,feminine,neuterstudents differences in intent and the network behavior of college students on the useof network, and what characteristics of college students tend to use network.In this research,we uses the combined method of theoretical analysis andempirical analysis to study the gender differences of college students’ Internet useintention.The factors of social gender theory,network theory,behavioral effects oftechnology acceptance theory as a foundation,This paper established the researchmodel.Taking the network behavior intention as dependent variable,the networkexperience,perceived usefulness,perceived ease of use of the network,networkinterest,self-efficacy,subjective norm as independent variable,try to find the cognitivedifferences between these6variables have significant positive influence on Internetuse intention.The main influencing factors of college students network are perceivedusefulness, subjective norm, perceived playfulness.There are differences betweendifferent gender identity of college students in perceived ease of use,self-efficacy andsubjective norm,has no significant difference in network experience, perceivedusefulness,perceived ease of use,perceived enjoy.Gender differences in factors characteristics and college students’ Internet use intention for college students’ network behavior, both the education circle and societyshould improve the media literacy of the college students, establish the correct genderof college students.The impact of Internet on college students is obviously,research oncollege students is still the focus of network behavior.