An Empirical Study On The Influencing Factors Of College Students' Socialized Reading Behavior

With the development of digital reading and social media, The social reading which based on interaction and sharing has become a hot reading way for readers. As a new reading form,Social reading not only put huge challenge to the core concept of " reader " and “reading”,but also make a material impact on consumption and production practice,it is very worthy of study. The study of Social reading user behavior and influence factors can grasp the user acceptance and use of process, provided useful guide to create a good reading environment.Relying on the literature review,This paper build college students’ social reading behavior influence factor model, put forward basic assumptions which affect college students’ social behavior, and designed the socialization of college students reading behavior questionnaire. The study in the recycling of 302 valid questionnaires,after dealing with the coding. This study use SPSS software for data reliability and validity analysis, and structural equation model to verify the model. The results show that the performance expectations, the efforts of expectation, social influence, sense of pleasure, perceived risk is a key factor affecting college students’ social behavior, performance expectations, the efforts of expectation, social influence, sense of pleasure has a positive influence on college students’ socialization, perceived risk has a negative influence on college students’ social behavior. Their effect from big to small in turn is sense of pleasure(0.360), social influence(0.272), performance expectations(0.143), the efforts of expectation(0.102), perceived risk(-0.06).In addition, this paper has studied the different gender and academic influence on social behavior, it is concluded that the two demography variables reading the behavior has a significant impact on the socialization of college students.There are five sections in this article. First chapter is introduction, including background study, social reading research at home and abroad, purpose and significance of this study,research framework and methods, etc. At the second chapter, the core concept is defined and the related factors affecting user behavior research is elaborated,this is the theoretical basis of this study..The third chapter puts forward the theoretical basis for this study and the model, defined the variables in the model and put forward the research of basic assumptions. The fourth chapter is college students’ social reading behavior survey data collection and analysis part, introduced the design of the questionnaire,the research process and data analysis methods. Then analyzed the collected data, tested the basic hypothesis, and accorded to the preliminary conclusion of the inspection to the appropriate correction model. The final chapter put forward the research conclusion and prospect, and the corresponding social reading service development suggestions.This article applied the method of empirical to study college students’ social reading behavior and influence factors, explain the reasons for the formation of the socialization of college students reading behavior. Not only enrich the theory of social reading research in theory,but also provide reference for many social reading service and university library。...