新生代农民工数字阅读动机与推广策略研究

Research on Digital Reading Motivation and Promotion Strategies of New Generation Migrant Workers

本文运用深度访谈和问卷调查法,筛选出新生代农民工的6种数字阅读动机,分别为阅读效能、追求卓越、情感抒发、感知易用、社会交往和他人认同。结果显示,这些阅读动机与其阅读行为具有显著影响关系,其中追求卓越动机对阅读时长的影响最为显著,情感抒发动机对阅读频率的影响最为显著。在准确了解和把握其数字阅读动机的基础上,从加大阅读宣传与强调阅读价值、满足新生代农民工在追求卓越与情感抒发上的需求以及丰富数字阅读资源和设备等几个方面,提出了对新生代农民工进行阅读推广的策略建议。

By using in-depth interviews and questionnaires,this research screened out six digital reading motivations of the new generation migrant workers,namely reading efficacy,excellence pursuit,emotional expression,perception ease,social interaction and recognition acquisition.Results showed that reading motivations had a significant influence on reading behaviors,with the excellence pursuit having the most significant influence on reading duration and the emotional expression having the most significant influence on reading frequency.On the basis of accurate understanding and grasping the digital reading motivations of new generation migrant workers,strategic suggestions on reading promotion for them were proposed in terms of increasing reading publicity and emphasizing reading value,meeting their needs in excellence pursuit and emotional expression,as well as enriching digital reading resources and equipment.