A Study On Reading Motivation And Its Relation With Reading Behavior And Purchasing Behavior Of College Students

Publishing industry and reading is a relationship of interconnected supply and demand. The long established unidirectional pattern from publishing to reading is facing questions and challenges from internet technology, information technology and readers'diversified reading modes. However, the bidirectional echo of reading and publishing accords with the audience view of "reader oriented", and is also in line with cultural industry background of market segments in publishing enterprises. The subject of reading is reader. Accordingly, researching on readers, especially the psychology and demands of readers, should become an important part of publishing industry. Previous publishing studies, with scattered studies on readers, less achievements and simple research methods, perhaps become one of important reasons for the lack of transition in publishing industry, the imbalance of product structure and product inventory. This paper, based on reading motivation of reader's psychology as the main breakthrough, attempts to find a strategy to solve publishing problems.Domestic and foreign researches show that less researches discuss reading motivation of college students. Previous studies in reading motivation scale do not adapt to the group characteristics of current college students and their diverse reading ways. Therefore, this paper creates "College Students Reading Motivation Scale" as the main tool for the research.From the perspective of publishing industry, this thesis combines multidisciplinary perspectives about psychology, communication and marketing as theoretical guidance. The research subject is 4000 or above college students who are selected by the method of stratified random sampling method. The empirical research methods adopt both in-depth interviews and questionnaires. The main research tool is the self-created "College Reading Motivation Scale", and the auxiliary tools are the self-designed "College Reading Behavior Scale" and "Students Book Buying Behavior Questionnaire". Through exploring the relationship between reading motivation and reading behavior and purchasing behavior of college students, the purpose of the study is to accurately grasp the reading needs of reading motivation of college students, to understand the main features of their reading behaviors and purchasing behaviors, and then to provide basis for decision making in the sustainable development of publishing enterprises whose service target is college readers.The main findings of the study are as follow. The structure of college students' reading motivation consists of six dimensions:personal accomplishment motivation, emotional expression motivation, knowledge acquisition motivation, digital entertainment motivation, problem solving motivation and social interaction motivation. The differences in reading motivation are influenced by individual difference, school and family factors. Each dimension of college students'reading motivation and each dimension of reading behavior is significantly positively correlate, and reading motivation can significantly predict reading behavior. There are significant differences in three reading groups which have high, medium and low reading motivations. Moreover, shopping habits, purchase preference and purchase cost also cause the significant differences among the three groups.Based on the results of empirical researches, this thesis adopts ERG theory and Uses and Gratifications theory as the main theoretical foundation. The study gives a further analysis about the publishing industry' relation with the current situation of college students' reading motivation, the relation of reading motivation and reading behavior?the purchase behavior. And the logic starting point of the study is to satisfy college students' reading demands. The paper aims at putting forward some inspirational and constructive strategies of publishing enterprise, which are summarized in the following items:predicting reader' reading needs, increasing reader' reading motivation, ensuring the types and weights of products, creating the Blue Ocean Strategy in publication, realizing digital transformation and implementing personalized service.This study believes that reading is the destination of publishing, and the issue of publishing is finally contributed to reading problems and purchasing problems. Reading motivation is the breakthrough point. The bases of solving publishing issues conclude deep driving readers' need, understanding reading behavior and purchasing behavior of readers, establishing "reader-based" thinking model, servicing readers and enhancing readers with the empirical methods of in-depth interviews and questionnaires. This study is an attempt in this regard, and it expects publishing industry could be benefit something from the research.