Research on Internet Responsibility Behavior and the Group Segmentation of Internet Users in China

Abstract

With the rapid development of the Internet, its influence is increasing day by day. The social responsibility behavior of Internet users has gradually become a new perspective of studying and implementing of corporate social responsibility. Based on a review of previous studies, and the questionnaire survey on the intention of the Chinese Internet users’ using Internet service, six constituting factors of Chinese Internet users responsible behavior were obtained. Based on the six factors, six China’s Internet users groups were designated, and the characteristics of each groups were analyzed. The results provide some support for the study of the social responsibility of Internet enterprises