摘要：

Abstract:

【Purpose/significance】Using grounded research method to explore the characteristics and influencing factors of users' sus⁃

tained attention behavior in the new media environment of colleges and universities, so as to provide scientific reference for improving

users' information literacy and awareness of discrimination, and generating their own attention behavior.【Method/process】Taking dif⁃

ferent grades of university users as the research object, the data was obtained through in-depth interviews, and the coding analysis was

carried out according to the standard process of grounded theory.【Result/conclusion】This paper constructs the influencing factors

model of information users' continuous attention behavior, and puts forward the strategies to improve users' continuous attention behav⁃

ior for relevant platforms.【Innovation/limitation】This paper focuses on the continuous attention behavior of university new media plat⁃

form users, explores the influencing factors of college students and other user groups' continuous attention, which is innovative in relat⁃

ed fields such as university new media platform, college students' users, and continuous attention behavior. At present, the research

only focuses on the new media platform of colleges and universities, and the future research will focus on a wider range of new media

types and more user groups.