Abstract:

The fragmented time in the era of mobile Internet has become more and more important This paper analyzes the influencing factors of college users’ behavior on mobile Internet in the fragmented time by using use quality, social identity, emotional satisfaction and cost Then the paper puts forward the research hypothesis, builds model and makes quantitative analysis of the sample data The result reveals that use quality, social identity and emotional satisfaction are positively correlated with users’ behavior while cost is negatively correlated with users’ behavior Finally, the paper discusses the results with practice

Key words: fragmented time, mobile Internet, Internet users, perceived value