[Purpose/Significance] Combined with the common phenomenon of digital hoarding in the current digital information age, clarify the behavior mechanism of college students' digital hoarding in the context of Chinese culture, to avoid the pathological tendency of digital hoarding behaviors, and promote the development and innovation of personal information management.[Method/Process] Based on the grounded theory, 30 interview materials and crawled Zhihu hot posts were coded in three stages by NVivo 12, and finally the behavior mechanism model of college students' digital hoarding behaviors was constructed to explore the performance characteristics, causes and consequences of college students' digital hoarding behaviors.[Result/Conclusion] The results show that college students' digital hoarding behavior presents different performance characteristics and multiple types; The influencing factors include not only digital information itself and emotional attachment, but also digital individuals, social influence and technological empowerment, and endowment effect can regulate digital hoarding behavior; There is no significant gender difference in digital hoarding behavior, but male and female respondents have different emphasis on the types of digital hoarding. On this basis, combined with the key activities of personal information management, this paper provides some targeted suggestions for college students to break through the dilemma of digital hoarding. The potential consequences of College Students' digital hoarding behavior involve cost, self loss, morbid and vicious circle.
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