基于“动机-行为”框架下的农村居民社会化阅读行为影响因素及路径研究

Social Reading Behavior of Rural Residents Based on the"Motivation-Behavior"Framework Factors and Pathways of Influence

[目的/意义]为探索农村居民社会化阅读动机对行为的具体影响,厘清农村居民社会化阅读行为特点,进而为乡村振兴阅读推广服务提供指导。[方法/过程]在“动机-行为”框架下,构建内驱性动机和社交性动机双链路社会化阅读动机模型,引入潜在示能性作为互动行为路径上的调节变量。通过问卷调查对黑吉辽三省部分地区农村居民收集数据,采用AMOS对447份问卷样本进行实证检验。[结果/结论]研究发现,以阅读效能、情感抒发、追求卓越代表的内驱性动机对沉浸体验有正向影响,以社会交往、获取认同代表的社交性动机对感知有用性呈正向影响,而沉浸体验和感知有用性正向影响社会化阅读行为;潜在示能性在沉浸体验与社会化阅读行为的互动影响中有调节作用,而在感知有用性与社会化阅读行为的互动影响中作用不显著。基于研究结果,分别从情感抒发、社交互动和潜在示能挖掘3个方面提出了社会化阅读推广的建议。

[Purpose/Significance]With the continuous development of modern society towards information,intelligence,and networking,a new reading mode-social reading-is widely accepted by people.In order to explore the specific influence of the social reading motivation of rural residents on their behavior,and to clarify the characteristics of their social reading behavior,and then to provide guidance for the revitalization of rural reading promotion service,we have constructed a dual-link model of social reading motivation with intrinsic motivation and social motivation.[Methods/Processes]Research shows that farmers'social motivation for reading can be divided into intrinsic motivation and social motivation.Intrinsic motivation includes reading efficacy,pursuit of excellence,and emotional expression,while social motivation includes social interaction and gaining recognition.Within the framework of"motivation-behavior",we constructed a dual-link model of social reading motivation with intrinsic motivation and social motivation,and introduced potential expressiveness as a moderating variable in the pathway of interactive behaviors.Data were collected from rural residents in some areas of Heilongjiang Province by the questionnaire survey method,and 447 questionnaire samples were empirically tested by AMOS.[Results/Conclusions]The intrinsic motivation represented by reading efficacy,emotional expression,and pursuit of excellence had a positive effect on immersion experience,and the social motivation represented by social interaction and gaining recognition had a positive effect on perceived usefulness,while immersion experience and perceived usefulness positively influenced socialized reading behavior;potential schematic competence played a moderating role in the interactive influence of immersion experience and socialized reading behavior,while perceived usefulness did not play a significant role in the interaction between immersion experience and social reading behavior.Based on the results of this study,we propose recommendations for promoting social reading in terms of emotional expression,social interaction and potential schematic energy mining.To stimulate intrinsic motivation through the chain of emotional communication,emotional expression,and emotional resonance.The entity represents user characteristics obtained through the analysis of user behavior such as consumption,browsing,and querying based on user profiles,and opens up a data presentation model centered on the user,thereby enhancing the user's immersive reading experience.Social motivation can be enhanced by catering to users'habits.For example,farmers can drive social reading through interactive behaviors such as liking,sharing,and commenting.