Research On User Addiction Behavior Of Mobile Social Networking

Social networking have penetrated into all aspects of our lives.On the one hand,big data has become the most important intangible asset,which is called “invisible oil”.On the other hand,one billion netizens have become the “rookie”,which is the weakest in the era of data economy.The elderly,children,and young people all have different weaknesses and are not immune to the wave of mobile social networking.Especially with the popularization of smart phones,people are no longer limited by time and space.They can engage in real-time interaction,chat,make friends,create and share social events such as what they see and hear anytime and anywhere.Mobile social networking gradually become the window for people to discover and promotion.In the process of using mobile social networking,it is suitable to use the time of fragmentation and improve the channels for communication.But when people are used to clicking and refreshing social networks anytime and anywhere,the behavior has changed.It is likely that they use mobile social networking "addiction".This kind of addiction can lead to disparate attention,reduced social skills,lack of sleep and so on.These negative consequences will bring new challenges to mobile users and the whole society.Mobile social networking addiction is a new addiction phenomenon with the emergence of smart phones.This new paradigm presents behavioral characteristics that are different from traditional social network addiction,which makes the traditional research methods have limitations and needs to look for some new methods from a new perspective.Therefore,based on the existing research,this article mainly carried out the following innovative work: First,for the problem that mobile social networking addiction is difficult to discriminate,a mobile social networking rational addiction model is proposed,using the user behavior data to identify whether mobile social network users are addicted.Second,aiming at the difficulty in quantifying the behavioral characteristics of mobile social networks,we extract the specific behavioral characteristics of mobile social network users,and the differences in behavioral characteristics between user addiction and non-addiction,rational addiction and irrational addiction were explored.The research shows that there are differences in user behaviors of mobile social networking addiction.For different types of mobile social networks,user behavior can be divided into three categories: rational addiction,irrational addiction and non-addiction.Further,quantifying the behavioral characteristics of mobile social network users,the research shows that mobile social networking addiction will increase the duration,frequency and comprehensive.While mobile social networking irrational addiction will increase duration and frequency at night.Research on the use behavior of mobile social networking addiction is helpful to identify addiction,understand the behavioral characteristics,take corresponding prevention and control measures against possible addiction hazards,which has imp ortant theoretical significance and practical value.