Abstract: Network value is a relatively stable viewpoint,psychological and behavioral pattern formed by cyber citizens based on their own needs in the process of creating and enjoying network value.As a new form of values,the formation of college students' network values has its inevitable mechanism:the digital survival of college students creates the realistic inevitability of the generation of network values;the infiltration of the existing multi-cultural value system into the virtual space provides nourishment for the emergence of network values;and college students' self-awareness and the need for information acquisition,social networking and personality freedom as the main body of the network are the internal driving force for the formation of network values.Proper grasping and applying of this mechanism is the precondition for universities to implement the fundamental goal of "building morality and cultivating people".

Key words: network values, digital survival, cyber citizens of college students, college students' values