Analysis On The Influencing Factors Of College Students' Online Information Consumption Behavior

With the constant acceleration of the social information process,the consumer demand of residents is also constantly adjusted and upgraded,information products have become an important consumer product.The consumption of information relied on the Internet has also become the main type of information consumption.The consumption of network information has expanded the consumption field to some extent,is one of the important evaluation indicators to measure the level of informatization.The network information consumption refers to the user's information requirements,the process of obtaining information products and services through the Internet.According to data from China Internet Information Center,as of December 2017,the number of Internet users in China reached 772 million,the penetration rate reached 55.8 percent.With the popularity of the Internet among university students,university students have become the main force of network information consumption.This paper takes students from universities in Nanchang as sample,making the investigation of college students' online information consumption behavior,and starting from factors such as gender,professional,monthly living expenses,net age,network information retrieval ability,evaluation of school network resources and possession of network equipment,etc,a Multiple Regression Analysis on College Students' Network Information Consumption Level,exploring the influencing factors of different levels of network information consumption levels.At the same time,constructing the Conceptual Model of University Students' Network Information Consumption Effect,analysis of Influencing Factors from the Three Dimensions of Subject Factors,Object Factors and Environmental Factors.Through the survey data obtained,fitting,correcting and interpreting structural equation models.Research shows,College students generally have higher levels of internet information consumption,there are also differences in the level of consumption under the influence of different factors.Subject and environment factors are the key factors influencing college students' online information consumption,and object factors and environmental factors interact with each other.Therefore,to Improve College Students' Evaluation of the Effects of Internet Information Consumption,the government need to improve the quality of the network,Improve information regulations,develope the Information Industry;Universities need to improve information service facilities,create a good campus human environment,give teachers and students a better service.