Cyberspace user engagement behavior and individual values

User behavior when participating in cyberspace is influenced by several factors. Over the years, researchers have studied the behavior of users and while identifying the factors affecting it, have proposed various models to explain how they participate. The purpose of this article is to identify the individual values ​​that affect the participation behavior of cyberspace users and provide a model. Participatory behavior means using the facilities provided in cyberspace, including communicating, exchanging ideas and information, sharing text and images, and interacting with other people present in cyberspace. The present study is methodologically in the combined research group and first the qualitative approach and deductive content analysis method for model design and then the quantitative approach and structural equation model method for testing and validation of the model have been used. Research data were collected using a semi-structured interview technique with experts. Findings indicate the effectiveness of users' participatory behavior from individual value variables through mediating variables of attitude, desire and intention. Findings indicate a significant relationship between the components of individual factors and social effects and attitudes that were explained in previous research. The components of the value of entertainment, social promotion, self-exploration, stability of interpersonal relationships that have been identified from comparative studies and earning income and job opportunities and behavioral habits identified in qualitative research have a great impact on cyberspace users' behavior.