Research On Information Encountering Behavior Of College Students In Internet Environment

Due to the diversity,complexity and fragmentation of network information and the personalized information services provided by various information service platforms,information encountering has gradually become an important way for individuals to discover and obtain information.College students are the main group of network information production and consumption.This paper studies the information encountering behavior of college students under the network environment,analyzes the basic characteristics of the information encountering behavior of college students,and explores the influencing factors of the information encountering behavior of college students,so as to help college students improve the recognition of the information encountering.It is of great theoretical and practical significance to improve the ability to obtain and optimize the personalized information recommendation of information service providers.Through a careful review of the relevant studies at home and abroad,the author found that there are two weak points in the current research: first,the investigation of information encountering behavior mainly focuses on the short process of information encountering,and little attention is paid to the level of individual management and utilization of information encountering after information encountering.2、There is a lack of discussion on the antecedent mechanism of information encountering behavior.Therefore,this paper carries out the investigation and Research on college students’ information encountering behavior by combining interview method,key event technology,questionnaire survey method,grounded theory,Amos structural equation model and other research methods,and constructs the influencing factor model of College Students’ information encountering behavior based on S-O-R theoretical framework and research hypothesis and logical relationship.The results show that:(1)Information encountering has become an important way for college students to obtain information;The content of college students’ encountered information is diverse,including sports and entertainment,news and information,life service,subject knowledge,etc;The main sources of encountered information are wechat,B station,microblog,QQ,Zhihu and other online social platforms;When encountering information,the behavior of college students is different.They usually do not immediately interrupt the ongoing behavior,but tend to mark the encountering information(like,save,collect,etc.)first,and then try to find and use the encountering information through "information retrieval" after the current behavior is completed or when there is a related information demand in the future;For college students,the chance information has a high use value,however,their management and utilization level of the chance information is low.(2)The accuracy,novelty and credibility of information source have significant positive effects on college students’ positive emotion and perceived usefulness;Positive emotion and perceived usefulness have significant positive effects on college students’ information encountering behavior;Information literacy,personality characteristics,cognitive style and other factors of college students’ own characteristics have a significant positive impact on information encountering behavior.This paper puts forward that college students should cultivate innovative way of thinking,improve the level of information literacy,consciously exercise innovative way of thinking,so as to keenly capture accidental information;Information service providers should pay attention to supporting the development of accidental information discovery function,creating an open information service environment,expanding the channels of communication between users,and promoting the sharing of accidental information among users,so as to collision the spark of thinking.