图书馆阅读推广活动中读者活动忠诚的认知过程分析

A Cognitive Process Analysis of Readers’ Activity Loyalty in Library Reading Promotion Activities

在图书馆开展阅读推广活动的情境下,探究"关联型"激励、"独立型"激励和活动环境激励对读者活动忠诚的认知过程的影响机理,对图书馆制定科学、有效的阅读推广活动方案及塑造阅读推广活动品牌具有积极意义。在整合社会认知理论、自我建构理论以及动机理论等理论的基础上,从"关联型"激励、"独立型"激励和活动环境激励的多维视角出发,提出研究假设并构建了理论模型。实证研究部分,以参与过图书馆阅读推广活动的读者为研究对象,采用问卷调研的方式获取613份研究数据对理论模型进行检验。结果显示,"关联型"激励和"独立型"激励对活动环境激励具有积极影响作用,同时"关联型"激励、"独立型"激励和活动环境激励均对活动忠诚有积极影响作用。

In the context of library reading promotion activities, it is of positive significance for the library to formulate a scientific and effective reading promotion program and shape the brand of reading promotion activities by exploring the influencial mechanism of the three types of incentives, including "interdependent mode","independent mode" and activity environment, on the cognitive process of readers’ activity loyalty.On the basis of integrating the theories of social cognition theory, self-construal theory and motivation theory, the paper puts forward the hypothesis and constructs a theoretical model from the multidimensional perspective of incentives of "interdependent mode","independent mode" and activity environment.In the empirical study, the questionnaires are given out to the readers who have participated in library reading promotion activities, and 613 questionnaires are received to test the model.The results show that both the incentives of "interdependent mode" and "independent mode" have a positive impact on the activity environment incentives, and all the three types of incentives have positive effects on the activity loyalty.