Research On The Factors Influencing The Reading Intention Of Data Journalism Audiences

Data journalism is a key reform made by global media in response to the arrival of the era of big data.Since the birth of data journalism in 2012,excellent data journalism works and research achievements have emerged one after another.Compared with traditional news,data news is data-driven,objective,rigorous,vivid and so on.However,as the enthusiasm and curiosity for data journalism gradually fade,people begin to rationally examine the current situation and problems faced by the development of data journalism:the production cycle of data journalism is long,the data processing ability is required to be high,and the degree of data visualization is limited,which are the key factors restricting the further development of data journalism.More importantly,in the production and practice of data journalism,the dissemination effect of the same topic report is mostly weaker than that of traditional journalism.One of the important factors affecting the effect of data journalism is the reading intention of the audience.Therefore,this research from the Angle of view of the data news audience,fully excavate data news "product attribute",combined with the classical theory of user research,explore the news audience data reading of the will of influence factors and influence degree,thus targeted improve data of news communication effect,provides reference for data production and practice of news and advice.For this purpose,this study will be carried out from three aspects,namely,theoretical construction,empirical research and countermeasures and Suggestions,which will be described below.First of all,in the aspect of theory construction,build the factors that affect data news audience's reading of the will of model:in order to solve the "Use and Satisfaction" theory only constrained by individual behavior and psychological factors,lack of the consideration of social conditions and other objective factors,and fails to provide operational problems such as quantitative criteria,this research data journalism is regarded as a special kind of "media"products,on the basis of the in-depth interviews,the classical theory in the study of the user(media richness theory,perceived value acceptance model,and extended technology acceptance model)and the integration of the characteristics of data journalism,news audience build data reading of the will of influence factor model.In addition,all potential variables and control variables in the model are defined according to the classical scales in relevant studies,and corresponding operable definitions are given.Second,in the aspect of empirical study and test analysis of the data news audience's reading of the will of influencing factors:according to the model definition,this research focuses on information content richness,information presentation richness and information quality professional degrees,perceived benefits and perceived happiness,perceived ease of use,and subjective criteria,eight major factors such as work related to news audience data reading of the will of influence.Meanwhile,the moderating effects of control variables such as gender,age,education level and reading experience were studied.In addition,most of the influencing factors of the audience's reading intention of data news belong to latent variables,so it is difficult to directly measure or observe,and conventional quantitative research methods such as regression analysis based on explicit variables are difficult to guarantee the test accuracy of the model.Therefore,this study USES structural equation model(SEM)oriented to latent variables to verify the influencing factors and degree of reading intention of data news audiences.The results show that there is no significant reading bias between data news and traditional news.Perceived benefits are the main influencing factors to determine the audience's willingness to read news data.Readers attach importance to the sense of acquisition of reading,and have low recognition of visual design as a whole.The factors of technology acceptance have a significant impact on the reading intention of data news.Readers believe that they can obtain information more clearly and efficiently by reading it.The reading intention of data news audience is significantly correlated with age;the reading habits of the audience are characterized by high frequency,fragmentation and mobility.Finally,at the level of countermeasures and Suggestions,this study sorted out and summarized the theoretical and practical characteristics of data journalism.Based on the data and results of the above empirical studies,five targeted optimization strategies were proposed for the production and communication of data journalism.Secondly,science communication should strictly adhere to journalistic professionalism.Third,information customization encourages users to actively share works;Fourth,attach importance to users and focus on serious news topics;Fifth,multi-terminal adaptation,secondary creation of mobile terminal.To sum up,this study aims to improve the communication effect of data journalism by specifically improving the reading intention of data journalism audiences,which has important practical significance for the enrichment of data journalism theory and the development of data journalism industry.