社会化阅读中的书目分享行为研究——以移动阅读APP为例

Bibliographical Sharing Behavior in Social Reading——A Case Study of Mobile Reading Application

文章以使用移动阅读APP的用户为研究对象,综合使用与满足理论、感知风险理论和理性行为理论,引入调节变量——形象,提出移动阅读APP平台用户书目分享意愿理论研究模型,并通过问卷收集数据,利用SPSS、PLS软件对假设进行验证。研究表明,使用满足度、主观规范、感知风险是影响用户书目分享意愿的关键因素,形象通过使用满足度间接影响用户书目分享意愿,并加强感知风险与书目分享意愿之间的负相关作用。

Based on the theories of Use and Gratification（UG）,theory of Reasoned Action（TRA）,theory of Perceived Risk, this paper focuses on the mobile reading APP users and proposes a theoretical model of the influencing factors in sharing bibliographies in virtual community. This model emphasizes the internal and external factors of users and discusses the moderating effect of variable： Image. A case study is also conducted by questionnaire survey and structural equation modeling（SEM） technology was employed to examine the research model. SPSS and PLS are applied to test the hypotheses. The result shows that use and gratification, subjective norm,perceived risk are the key factors which influence the users＇ bibliographical sharing intention. Image has an indirect influence on the willing to share bibliographies and it reinforces the negative relationship between perceived risk and bibliographical sharing intention.