College Students’ Digital Media Reading Research Based On The Theory Of Use And Satisfaction

Our civilized society were created by reading which is the essential way to understanding knowledge. In today’s Internet era, knowledge not only comes from books, but also comes from Baidu search. Abundant reading content on the numbers of digital media making digital reading more and more common and into our daily lives. Digital reading is becoming one essential way of our reading. The digital reading not only bring huge content for us but also great challenges of different ways of reading.The research concerned about college students’ digital reading, trying to explore the motivation of students’ digital reading and understanding their reading behavior and attitude toward digital media, to establish the model of college students’ digital reading, so we can explored the motivations of college students’ digital reading and the relationship between reading behavior and use attitude in depth and to give some advice for college students’ digital reading.Through literature reading and research, this article expressed the motivations of college students’ digital reading and attitude toward reading behavior, put forward the theoretical model and research hypothesis by comprehensive use and satisfaction theory and the technology acceptance model. Collected349valid questionnaires through the network questionnaire survey, then, using SPSS statistical software and structural equation modeling for analysis. The main content of this paper includes the following aspects:Ⅰ. At first, we summarized the literatures about college students’ digital reading and the theory of use and satisfaction and the TAM for both of them were often used in this area. Combined with the motivations theory, we also summarized the literatures about use motivations and reading behaviors.Ⅱ. We distinguished the concept of media from media which always means some organization. Put forward the four hypotheses of reading motivations. Expressed the attitude of positive and negative about digital reading and established the theory model of college students’ digital reading based on the theory of use and satisfaction and TAM.Ⅲ. Confirmed four motivations of college students’ digital reading:emotional motivation; cognitive motivation; person and social integration motivation; relieve stress and recreation motivation. Among them, there are two strongest motivation: emotional motivation and relieve stress and recreation motivation.College students usually hold the positive attitude toward digital reading and welcome continue to use digital media to reading. The types of digital reading mainly concentrated in the computer and mobile phone. The research found that the students learned how to choose different media according to the different content; the frequency of digital reading usually higher than others; choice with goal and only reading important and interested content are two mainly reading behavior among college students which showed more students tend to shallow reading, though parts of them reading in-depth with digital media. In the relationship among motivation, behavior and attitude, the four motivations have a positive influence on attitude; the attitude has a positive influence on behavior; the media defect has a negative influence on attitude.Ⅳ. The research discussed the conclusions of the research combined with the motivations of college students’ digital reading in four aspects, including change passive into active, a habitual reading based on the find, attach importance to interact and reading content requires further optimization. At last, the research give some advices to the digital reading.