User Behavior Research And Empirical Analysis On Internet Survey Platform

With the development of the Internet,the Internet survey has become an important way in modern investigation,followed by the emergence of a large number of Internet survey platforms.Compared with the traditional survey,the Internet survey has many advantages.But at the same time,the low response rate is also a key issue in Internet surveys.Many scholars have made relevant researches on the user behavior of Internet surveys,but the current researches all focus on the user's reply behavior.This paper based on the basic idea of the total design method,refined the user behavior of the Internet survey platform,and built a CBMG of the Internet survey platform.This paper focused on the behavior of users entering the Internet survey platform,opening the questionnaire and submitting the questionnaire.The three types of behaviors form a complete user path and essentially affect the final response rate of the questionnaire.Through the empirical analysis,it is found that the user loss is more serious from entering the Internet survey platform to open the questionnaire.Based on the CBMG of the Internet survey platform,this paper put forward an integrated user behavior influencing factors model and related assumptions of the Internet survey platform.According to the hypothesis test results,user gender,questionnaire motivation factors,length of the questionnaire and time factor have a significant impact on the user behavior in the Internet survey platform,and affected the response rate of the questionnaire.In this paper,the the CBMG and the integrated user behavior influencing factors model of the Internet survey platform are proposed for the first time.And this paper put forward some suggestions on questionnaire design,product and operation strategy for the Internet survey platform.