网络社区临场感对阅读行为的影响机制研究——基于满意度的中介效应分析

Study on the Impact of Social Presence on Reading Behavior Based on the Role of Read's Satisfaction

[目的/意义]网络社区的出现推动了网络阅读行为的展开,以社会临场理论为基础,研究网络社区用户阅读行为的影响因素并构建概念模型,为进一步促进网络社区阅读环境建设,推动阅读行为的开展,提升阅读效果提供理论借鉴。[方法/过程]应用社会临场理论、满意度理论,通过问卷调研法,在对197名网络社区用户进行调研的基础上,运用结构方程法,通过SPSS 17.0与LSIREL 8.7,就网络社区社会临场感对用户阅读行为发挥作用的机制进行实证研究。[结果/结论]结构方程检验结果显示,网络社区社会临场感对用户阅读行为发挥正向作用,即网络社区用户社会临场感越强,阅读行为发生的可能性越高;用户满意度在社会临场感与用户阅读行为之间发挥了完全的中介效应。

[ Purpose/significance ] The emergence of online communities promotes the reading behavior on the web. This study uses the social presence theory to analyze the influence factors and construct a conceptual model, to improve the reading effect through building a good reading environment. [ Method/process] This paper studies the mechanism that the social presence affects reading behavior in online community with the method of structural equation model （ SME）, by investigating and analyzing 197 samples of users in online community with SPSS 17.0 and LSIREL 8.7. [ Result/conclusion]The results show that the relationship between social presence and reading behavior is positive which means users who have stronger social presence more likely read; Satisfaction mediates the relationship between social presence and reading behavior.