学术新媒体用户社会化阅读行为的生成机理研究

Research on the Generation Mechanism of Academic New Media Users'Social Reading Behavior

[目的/意义]学术博客、学术微信公众号、学术APP等多元学术新媒体支持用户分享、互动、传播等多种知识社交行为,揭示学术新媒体用户社会化阅读行为的生成机理有助于发现行为背后的心理动机和优化知识社交服务,从而促进精准化推送、阅读推广。[方法/过程]在学术新媒体用户社会化阅读行为生成过程的基础上,分别从社会学习理论(SLT)和自我决定理论(SDT)构建了生成机理模型并分析了机理间关联关系。[结果/结论]明确了用户社会化阅读行为对应的动机心理,SLT的三元交互决定论、自我效能感、观察学习、自我调节、行为强化及SDT的自主、胜任和关系的心理需要共同驱动了知识社交行为。

[Purpose/Significance]Academic blogs,academic WeChat public accounts,Academic APPs and other new academic media support a variety of knowledge social behaviors such as sharing,interaction,and dissemination of users.Revealing the mechanism of the social reading behavior of academic new media users helps to discover the psychological motivation of behavior and optimize the quality of knowledge social services,so as to promote accurate push and reading promotion.[Method/Process]On the basis of the process of social reading behavior of academic new media users,generation mechanism models were constructed from social learning theory(SLT)and self-determination theory(SDT).The association between two mechanisms was also analyzed.[Result/Conclusion]The motive psychology of user social reading behavior was clarified.SLT's triadic reciprocal determinism,self-efficacy,learning from observation,self-regulation,behavior reinforcement and SDT's autonomy need,competence need and ownership need jointly drive user'knowledge social behavior.