Socialization Reading Platform User’s Participation Motivation And Behavior

In the time of the Internet and the mobile Internet, a large number of massage make information exploding and fragmenting, leading to more information redundancy increasingly. The socialization reading platform resolves the problem to some degree, which is making finding information much harder. This new reading model, with reader-centreing, emphasizing sharing, interaction, communicating, social contact and portable, changes reading habit by personalized design and service. Furthermore, this change heavily influences press industry, mass development, reading effect and other aspects.This article focuses on the new Internet media, taking users of the socialization reading platform for the research object, further discussing adoption behavior and characteristics of the users etc. From the perspective of individual users, we will also analyze the using reason, using attitude and using behavior of socialization reading platform. This research is based on theory of reasoned action, the theory of planned behavior and the theory of technology acceptance model etc., using the literature analyzing, deep discussing, questionnaire survey and statistics analyzing. It should be used as a reference for development of Chinese socialization reading platform, putting much research result of the new media audiences as follows.(1) The characteristics of users by statistics: concentrating on the high-educated youth on work in the city, then students in college in the next place.(2) The basic condition on using: in the majority with mobile terminal login, and the use time is short and frequency, access to information as the main activity, and prefer to read news and social networking sites to share information scattered.(3) The using motivation mainly perceived usefulness(access to information, improving the efficiency of reading and study), perceived ease of use(easy, simple operation and easy access to information), social(maintaining personal relationships, friendships and expressing in public), entertainment(recreation, experiment and discovering), reading cost(cost and time cost), trust(the platform credibility and the credibility of the commentary content, message) and normal pressure(recommend and influence of family, friends and colleagues).(4) The user attitude is good, and the will of continuing to use is higher; Users tend to read, accessing to information as the main purpose, and the use time is short and frequency.(5) The socialization reading platform? shortcomings have a significant negative impact on users? attitude.(6) The relations among the using reason, using attitude and using behavior: the user motivation of social reading platform significantly effects on its using attitude; and user attitudes have bigger influence on the using frequency and time in each use, bu the impact on the registration time is not significant.At last, this article reflects on the results above. Based on the abroad socialization reading platform experience, it gives some suggestion to the domestic socialization reading platform development.