Study On The Characteristics Of Readers' Conformity Behavior And Its Influence Effect In Reading Promotion

This paper aims to investigate the characteristics of readers' conformity behavior in reading promotion activities,and clarify the effect of readers' conformity behavior on their willingness to participate in activities.On this basis,providing reference for the design and publicity of reading promotion activities in public libraries.Based on the theory of conformity and the practical cases of reading promotion activities,this paper infers the model of reader's conformity behavior.With the help of curators and librarians,conducting research in public libraries in multiple provinces and cities.The research method is to conduct online and offline questionnaire surveys of readers.The questionnaire is based on the model of reader's conformity behavior and consists of two parts,such as social demographic data statistics and conformity behavior survey.Using SPSS21.0 to test and analyze the reliability and validity of the collected data,and using Logit model to verify the effect of different conformity behaviors on the willingness to participate in activities.The results of statistical analysis show that readers' conformity behavior in reading promotion activities has the following characteristics:1.The average scores of the three kinds of conformity behaviors are more than 3.6,and the reader's conformity degree is high.According to the order of the scores from high to low,readers' conformity behaviors are shown as internalized behaviors,submissive behaviors,and identity behaviors in turn.The influence of organizational propaganda on submissive behavior is greater than that of individual propaganda.The identity behavior presents a hierarchy of low-level identification,medium-level identification and high-level identification.Activity function has greater influence on internalization behavior than activity evaluation.2.Imitating exemplar,listening to persuasion,pursuing emotional experience and identifying thought value behavior are all have significant positive effects on the willingness to participate in activities,and the impact is diminishing.The effect of identifying thought value is mainly reflected in the level of consciousness.Moreover,this effect is influenced by the other three kinds of conformity behavior.3.Readers' age,education background,occupation and times of participation in activities have significant effects on conformity behavior,and there is no significant difference in gender and region.4.Submissive behaviors has a significant positive impact on identity behavior and internalized behavior.And identity behavior has a significant positive impact on internalized behavior.According to the results of statistical analysis,the paper develops further discussion.Research finds that readers' submissive behavior and internalized behavior are arising from their self-efficacy improvement needs,and submissive behavior focuses on solving shallow information needs.Internalized behavior focuses on meeting deep information needs.Readers' identity behavior presents a pattern of difference order,and the degree of readers' identity is closely related to the relationship between the influencing subjects.