Cognitive schemas of heavy Internet users

For younger generations, the Internet is even considered an indivisible part of life. However, as Internet users begin to emphasize their rights to control and choose, the website contents can be attractive to more users only when they are designed in the way that conforms to the needs of the users. Therefore, we adopts the notion of cognitive schema and utilizes a qualitative narrative research method, which collects data of personal experiences through in-depth interviews in order to investigate the psychological process and attitude transformation of heavy Internet users. The verbatim interview transcriptions are categorized according to the notions of open coding and axial coding, and the conclusions are analyzed and reached by the three researchers. The results show that Interaction of Net Friends, Abundant Information and Robust Functions, Internet Security Concerns, and Online Games are four common cognitive schema shared by the four participants within two different time slots.