中国社区居民阅读行为的同群效应——基于CGSS数据的实证分析

Peer Effect of Reading Behavior Among Community Residents in China:An Empirical Analysis Based on Chinese General Social Survey (CGSS)

[目的/意义]在全民阅读战略向纵深发展的背景下,考察居民阅读的同群效应,旨在更高效地带动居民参与阅读。[方法/过程]为探究阅读行为的同群效应及其作用机制,基于中国综合社会调查2015年数据,构建二元Probit模型,实证分析社区阅读行为与居民个体阅读行为之间的内在关联。[结果/讨论]居民阅读行为存在显著的同群效应;老年人、城市居民、低教育程度者、党员居民、高收入水平者和中位阶层认同者对于阅读的同群效应更敏感;社区邻里社交互动以及公共文化服务绩效认同的提高有助于强化居民阅读的同群效应,互联网使用倾向的增强、工作负荷的加重会显著弱化居民阅读的同群效应。建议相关部门以科学的顶层设计筑牢居民阅读根基,以针对性的引导覆盖不同特征阅读群体,以先进的社区平台搭建居民阅读桥梁,充分利用同群效应,扩大居民阅读的“社会乘数”作用,推进全民阅读战略的深入落实,使居民尽享阅读之美雅,品味书香之文韵。

[Purpose/Significance] In the context of the deepening development of the nationwide reading strategy,this paper examines the peer effect of reading behavior to more effectively motivate residents to participate in reading.[Method/Process] To explore the peer effects and mechanisms of reading behavior,this paper constructed a binary Probit model based on CGSS data in 2015,and empirically analyzed the intrinsic correlation between community reading behavior and individual reading behavior.[Result/Conclusion] The study reveals a significant peer effect influencing residents reading behavior.Elderly people,urban residents,individuals with low educated experience,party members,those with higher incomes,and middle-class identification individuals are more sensitive to the peer effect of reading.The increase in frequency of community social interactions and the greater satisfaction with public cultural services can help strengthen the peer effect of resident reading.The increase in frequency of internet use and the heavier workload will significantly weaken it.Based on this,relevant departments should establish a solid foundation for resident reading through scientific top-level design,provide targeted guidance to cover different reading groups,build a bridge for resident reading through advanced community platforms,fully utilize the peer effect,expand the “social multiplier” role of resident reading,promote the in-depth implementation of the national reading strategy,and enable residents to fully enjoy the beauty of reading and the charm of literature.