基于层次分析法的大学生数字阅读影响因素研究——以中央财经大学为例

Factors Affecting College Students’ Digital Reading Based on Analytic Hierarchy Process——Example for Central University of Finance and Economics

互联网时代,阅读方式发生了前所未有的变化,传统的纸质阅读逐渐向数字阅读过渡。大学生数字阅读接触率和使用率均高于其他群体,深入研究大学生的数字阅读行为,有助于了解学生群体的阅读状况,并给予正确引导。笔者根据整合性技术接受与使用模型(UTAUT)构建了大学生数字阅读影响因素模型,采用层次分析法(AHP)确定影响因素的优先级,提出了在互联网时代推广大学生数字阅读的有效策略,旨在使数字阅读在高校进一步发展。

In the Internet era,the way of reading has undergone unprecedented changes,and the traditional paper reading has gradually transited to digital reading.College students'digital reading contact rate and usage rate are higher than those of other groups.A thorough study of College Students'digital reading behavior is helpful to understand students'reading situation and give correct guidance.Based on UTAUT,the author constructs the influencing factors model of College Students'digital reading,uses AHP to determine the priority of influencing factors,and puts forward effective strategies and suggestions on how to promote college students'digital reading in the Internet era,so as to further develop digital reading in Colleges and Universities.