Research On Influencing Factors Of Paper Book Reading Demand In The Digital Publishing Era

The advent of digital publishing has brought a great impact to the traditional book publishing industry.People are becoming more and more obsessed with digital reading that can use their free time anytime and anywhere.The sales of paper books have gradually slowed down,and the proportion of paper books reading has been declining.Although the space of paper books is constantly squeezed by digital reading,it still has unique and important value,and paper book reading still has a unique charm.Compared with digital reading,paper book reading is more involved,can deepen readers' memory,and is more suitable for learning scenarios.The review of paper books has a set of strict specifications,and the content is often more rigorous and accurate,and the quality of the content is higher.Compared with digital media,it has more cultural heritage.How the traditional publishing industry maintains its position in the digital publishing era,launches differentiated competition with digital publishing,and exerts its own advantages has become one of the current research hotspots in the publishing industry.At present,academic research on paper book reading needs tends to focus on exploring the traditional publishing industry's strategies to deal with digital publishing from a macro perspective,or analyzing the differences between digital publications and paper books based on the different characteristics of digital publications and proposing development directions.From the reader's point of view,this research explores the influencing factors of paper book reading demand in the digital age.First,design an interview outline by consulting related materials,invite paper book readers to participate in the interview,and extract factors that may affect paper book reading needs,and then combine Maslow's hierarchy of needs theory and Alderfer ERG demand theory to put forward research hypotheses,Construct research models and design questionnaires.After the questionnaire is distributed and recovered,SPSS software is used to analyze the selected questionnaire data to verify the hypothesis and research model proposed before.Finally,it is concluded that the learning/work needs of the survival needs dimension;the aesthetic needs,knowledge needs,and self-realization needs of the growth and development dimension will have a significant positive impact on the reading needs of paper books in the digital publishing era,and combined with the research results Suggestions on the development direction of the traditional publishing industry.