An Empirical Study On Influencing Factors Of Digital Reading Behavior Of 3-6 Years Old Children Based On UTAUT Model

Since ancient times,reading has been the main way for people to acquire knowledge and information.Early reading is the beginning of people's reading ability and lifelong learning,and the foundation of a person's future competence in all kinds of work.In the digital age,human reading methods have also changed.Digital reading has already become one of the mainstream reading methods and one of the inevitable important ways for children to read.But since the emergence of digital reading,the controversy about traditional paper reading and digital reading has never stopped,and children's choice between them has never stopped.So,what is the current situation of children's digital reading? What are the factors that affect their digital reading? what are the key factors? These problems have become urgent problems to be solved in the process of current research on children's digital reading.This study is based on UTAUT model with children aged 3-6 years old as subjects and constructing Influencing Factors Model of Digital Reading for Children Aged 3-6.And a questionnaire is designed for empirical research to verify the model.In this research,we mainly use the methods of literature research,questionnaire survey,theoretical analysis and empirical analysis.Perceived ease of use,perceived usefulness,perceived entertainment,perceived risk,community impact,promotion conditions,digital reading device advantage,digital reading comparative advantage are taken as dependent variables,quantitative studies were combined to study the influencing factors of 3-6-year-old children's digital reading behavior.The results show that perceived ease of use,perceived usefulness,perceived entertainment,perceived risk,community impact,promotion conditions,advantages of digital reading equipment,and comparative advantages of digital reading had significant effects on digital reading behavior of 3-6-year-olds.The relative advantage of digital reading has the highest effect on the intention to use digital reading,and the intention to use digital reading has the greatest influence on the behavior of digital reading in 3-6-year-old children,among which,"perceived risk" has a negative effect on it,and the relative advantage of digital reading has the highest effect on the intention to use digital reading.It is the key factor that affects the digital reading behavior of 3-6-year-old children.".Based on this empirical study,this paper puts forward some thoughts and suggestions from four aspects: parents and teachers,digital reading resource developers,digital reading product developers and relevant government departments.