Research On The Influencing Factors Of College Students' Online Love Behavior

From the perspective of Use and Satisfaction theory,combining with motivation theory and Technology Acceptance Model theory,this study proposes a structural equation model,which composes of online love motivation,media cognition,online love attitude,online love interaction behavior,puting forward the research hypothesis.This model varifys the three direct influencing factors of online love interaction,namely,online love motivation,media cognition and online love attitude.It also tests the existence of the chain intermediary effect and Moderating effect.The data of this study mainly comes from university students in Beijing,1150 valid questionnaires are recovered.The fitting degree of the structural equation model is good,RMSEA = 0.068,SRMR = 0.0595,GFI = 0.90,AGFI = 0.87,NFI = 0.92,CFI =0.93,which indicates that the model is suitable for further study of online love interaction behavior of college students.The main results are as follows.The study verifies the path coefficient and significance between online love motivation,media cognition,online love attitude and online love interaction behavior.We find that Social motivation has a significant positive effect on online love attitude(? = 0.120).Emotional motivation has a significant positive effect on media cognition(? = 0.305)but have Significant negative effect on online love attitude(? =-0.133)and online love behavior(?=-0.172).Sex motivation significantly positively affects media cognition(? = 0.159)and online love interaction behavior(? = 0.356).Attribution and love motivation significantly positively affect media cognition(? =0.525),online love attitude(? = 0.317)and online love interaction behavior(? =0.280).In addition,media cognition has a significant positive impact on online love attitude(? = 0.529)and online love interaction behavior(? = 0.192),while online love attitude has a significant positive impact on online love interaction behavior(? =0.156).According to the intermediary effect analysis method summarized by Wen Zhonglin and ye Baojuan,using bias-corrected percentile bootstrap method,we noticed the significance of mediating effect is clearly.The social motivation,attitude and interactive behavior of online love constitute a simple and complete intermediary model,while the emotional motivation,sex motivation,attribution and love motivation and interactive behavior of online love form a chain intermediary effect.The mediation includes three paths: the independent mediating role of mediacognition and online love attitude,plus the chain mediating role of media cognition and online love attirude.At the same time,the proportion of mediating effect in the model is 100%,60.5%,10.4% and 39.1% respectively.Besides,we test the moderating effect of demography in the chain intermediary model.It is found that the intermediary model has differences cross gender.The multi-group and multi-model method in Amos 21.0 was used to test the specific differences between men and women in the model structural weights.It is found that the generation of men's interactive behavior derived from online love motivation only goes through the medium of media cognition,not through the medium of online love attitude.On the contrary,women's online love behavior has never been mediated only by media cognition,but definely through the chain intermediary factor of cognition-attitude.This simply and directly shows that online love attitude has no effect on online love behavior for male,also indicates that media cognition has no effect on online love behavior for female.It also reflects men's tool rational thinking is more strong in online love,and women's value rational thinking is more obviorsly.