融媒体环境下用户持续阅读意愿影响因素研究

Research on the Impact Factors of Users’Continuous Reading Willingness in the Context of Media Integration

论文通过探究融媒体环境下用户持续阅读意愿的影响因素,帮助用户进行有效阅读,为全民阅读的推广起到一定指导作用。论文基于社会临场理论、技术接受模型和动机理论,构建了融媒体环境下用户持续阅读意愿的影响因素模型,运用问卷调查法,对搜集获得的431份有效样本数据进行实证分析。研究结果表明,认知临场感、情感临场感、感知有用性、感知易用性、感知娱乐性、使用态度均对用户持续阅读意愿产生显著影响。最后,为提升用户阅读意愿提出对策建议。

By exploring the impact factors of users’continuous reading willingness in the context of media integration,this paper help users to read effectively and plays an important guiding role in the promotion of nationwide reading.Based on the social presence theory,technology acceptance model and motivation theory,an impact factor model of users’continuous reading willingness in the context of media integration was constructed.Then a questionnaire survey is conducted and 431 valid sample data are collected for empirical analysis.From the results,cognitive presence,emotional presence,perceived usefulness,perceived ease of use,perceived entertainment,and using attitude all have significant effects on users’continuous reading willingness.And based on this,this paper puts forward countermeasures and suggestions to promote users’effective reading.