Study On The Fragmentation Of Reading Behavior In Wechat Based On TAM Model

Fragmentation of reading is accompanied by the rapid development of the mobile Internet and the rise of the reading development trend,which is similar to the way through social media such as WeChat and other social media continue to affect people's lives.For students in groups fragmentation of reading both the advantages of the use of fragmentation time,there are also scattered attention to the depth of the impact of reading.Fragmentation of reading how to cause impact on students,what are the main influencing factors,what are the specific manifestations of motivation,attitude,and behavior is a subject worthy of study.This thesis takes WeChat platform as the research background,choose students as the research group,carried out an empirical study on the fragmentation of reading behavior.In the research framework,take the technology acceptance model(TAM)as the main structure,and introduction the motivation theory,the use and satisfaction theory to study the influencing factors.In the operational aspects of the study,in-depth interviews were used to extract the influence factors.And improvement the questionnaire,then conducted questionnaires distributed and recovered,a total of 837 valid questionnaires were obtained.According to the questionnaire,use of SPSS20.0 for statistical analysis,obtained the descriptive characteristics of the questionnaire,carried out the correlation analysis,and then use factor analysis and regression analysis to measure the different factors.Through relevant research,found that students as young group,can use media effectively,for students,WeChat fragmented reading has a certain positive impact on academic reading,but some negative factors such as distraction,damage depth reading should also been pay attention to.Through the analysis of the relevant empirical results,this thesis puts forward some pertinent suggestions for adjusting the reading structure and improving the information service of university library.