Study On The Influencing Factors Of College Students' Internet Literature Reading Behavior

The study of the factors that influence the reading behavior is an indispensable part of the study of reading behavior.After a review of the literature,it is found that there is relatively little research on the influencing factors of readership of online literature in college students.This paper adopts a questionnaire survey method,based on theory of use and satisfaction theory and planned behavior theory,and conducts research on the following aspects.First of all,the demographic attributes,personality traits,reading needs,reading styles and platforms,reading attitudes,reading intentions,perceptual behavior control,subjective norms,and other factors affecting college students' online literature reading behavior are described and compared with each other.Cross-analysis.It was found that due to differences in gender,grade,professional and personality of undergraduate readers,not only did it cause differences in reading motivation and type preference,but also caused their own reading attitude,reading intention,subjective norms and perceptual behavior control.influences.In the end,this difference in readers' reading behavior becomes an inevitable trend and result.Secondly,the main influencing factors of college students' Internet literature reading behavior are integrated and a structural equation model is established for analysis.As a result,it was found that the reader's reading attitude was affected by the reading experience,the control of perceptive behavior,and the pressure on students.The improvement of readers' attitude directly increases readers' willingness to read,and inspires readers' reading behaviors in line with group norms.Finally,based on the results obtained,the influencing factors of the above reading behaviors are discussed separately,and the readers themselves are advised to understand themselves and read healthily.In terms of operators,they must also improve mechanisms and improve services;the government and other managers should Strictly control risks and strengthen checks;for creators,they should have more sense of responsibility,heritage classics,rich types;for researchers,should improve the critical system of online literature,and broaden its scope of research.