Using data mining technology to explore Internet addiction behavioral patterns

The purposes of this study were to explore psychological satisfaction and emotional reaction of Internet users through emotional perspectives and to discuss whether Internet use behaviors would lead to addiction to the Internet. From previous literature and studies, it was found that most studies explored this topic by testing hypotheses. The study used data mining to identify association rules among affective ambivalence, Internet use behavior and Internet addiction. Online and paper questionnaires were distributed for this study. Online questionnaires were put on BBS, Facebook and major forums; paper questionnaires were distributed via convenience sampling. A total of 565 questionnaires were recovered. Among these, 502 copies of the questionnaires were valid, making the effective response rate about 88%. It was found from the affective ambivalence that different use behaviors would result in different affective states. Different individuals would also show different behavior and creativity.