Z世代大学生阅读的社交行为影响研究——以社会化阅读平台“微信读书”为例

Research on the Impacts of Reading on the Z-Generation College Students’Social Behaviors:Taking the Social Reading Platform“WeRead”as an Example

移动网络与社交媒体的普及催生着阅读形态不断向社交化、社会化演进,富含社交属性的阅读模式——“阅读社交”应运而生,而诞生于互联网时代的Z世代大学生群体对该模式具备天然的适应性。以Z世代大学生的阅读社交行为作为研究对象,从影响因素模型和影响因素组态两方面相继展开研究。首先,基于28位专家调查与用户访谈的调研资料,利用扎根理论构建了Z世代大学生社会化阅读社交行为影响因素模型。其次,基于122份案例样本问卷数据,利用定性比较分析法探索了Z世代大学生社会化阅读社交行为的必要条件与关键组合条件构型,并为不同行为模式提出相应建议。研究结论有助于了解Z世代群体的阅读诉求与社交诉求,把握其阅读社交行为模式。

The popularity of mobile networks and social media has spawned the continuous evolution of reading forms to socialization,and the reading mode rich in social attributes–“reading social”has come into being.Z-Generation college students who were born in the Internet era has natural adaptability to this new reading mode.In this paper,the reading and social behavior of Z-Generation college students is taken as the research object,and the influencing factor model and influencing factor configuration are successively studied.Firstly,based on the survey data of 28 experts and user interviews,the influencing factors of social reading and social behavior of Z-Generation college students were constructed by using grounded theory.Secondly,based on the questionnaire data of 122 case samples,the necessary conditions and key combination conditions of Z-Generation college students’social reading and social behaviors were explored by the qualitative comparative analysis method.Corresponding suggestions were put forward for different behavior patterns.The conclusion of this paper is helpful to understand the reading demands and social demands of Z-Generation groups,and to grasp their reading social behavior patterns.