Research On The Factors Of College Students' Reading Behavior Reconstruction Based On TAM Model

The rise and development of digital reading has changed the reading mode of college students.Compared with traditional reading,digital reading content has lower cost,mobility and convenience.The digital reading app represented by "WeChat Reading" is popular among college students.However,the emerging digital reading is still in the development stage,and whether it has an influence and reconstruction on traditional reading methods and behaviors remains to be analyzed.This study uses a combination of quantitative and qualitative research methods,and first analyzes the operating model and digital attributes of "WeChat Reading".Secondly,taking "WeChat reading" as a case,a questionnaire survey is carried out based on the technology acceptance model(TAM)to analyze the influencing factors of reconstructing college students' reading behavior.Finally,in-depth interviews are used to further analyze and demonstrate.The research results show that the impact of digital reading on reconstructing college students 'reading behavior includes the following: First,perceived sociality(PS),perceived ease of use(PEU),and perceived usefulness(PU)are “ WeChat reading ”for college students The reading intention of the APP has a promoting effect,which can extend the user acquaintance chain,strengthen interaction with strangers,improve reading efficiency,and promote the user's emotional belonging.Second,the willingness to read(AT)has a promoting effect on reading behavior.Third,the perceived risk(PR)representing the anonymity of the audience and shallow reading has a certain degree of hindrance to the willingness to read.After a comprehensive analysis of the questionnaire and in-depth interviews,it is found that the "WeChat Reading" APP has several aspects that deserve attention and further analysis in affecting the reconstruction of college students' reading behavior:First,in terms of digital features,the "WeChat Reading" APP has social,Algorithms,and fast retrieval,but also has some features of book charges,and the shortcomings of user privacy leakage.Secondly,the book selection of "WeChat reading" audience has diversified characteristics and advantages,starting from the reader's own interests,with obvious emotion and interest orientation.Third,the educational background and professional background of “WeChat reading” users do not have a significant impact on the willingness to read,and the habit of paying for reading is gradually accepted by college students.Based on the technology acceptance model,this article uses "WeChat reading" as a case to analyze and study the group of college students,and explores how digital reading can reconstruct people's reading behavior,in order to achieve the purpose of looking down on leopards.