Research On The Types And Influencing Factors Of College Sthdents’ Social Reading Behavior

Relying on the continuous progress of mobile Internet and modern communication technology,social reading based on interaction and sharing is increasingly favored by college students.The we-chat reading app focuses on "making reading no longer lonely",which is a typical representative of social reading in China at present.Therefore,this study takes we-chat reading as a research case.In September 2021,taking college students in Chengdu as a sample,this study investigated different types of College Students’ Social Reading Behavior by using in-depth interview,questionnaire survey and case analysis,and analyzed the survey results by SPSS,This paper discusses the characteristics of different user behavior types and the differences of their influencing factors,and puts forward more targeted optimization strategies for the development of we-chat reading platform.Firstly,this paper combs the literature on social reading at home and abroad,and points out the significance of subdividing different types of social reading behavior and studying the differences of its influencing factors.Secondly,through in-depth interviews,the social reading behavior of college students was preliminarily investigated.The social reading behavior of college students was divided into two dimensions: reading behavior and social behavior.Based on the interview results,combined with relevant theories and maturity scales,a questionnaire was designed and distributed to investigate the demographic characteristics,platform usage,loyalty,motivation,perception Differences in several aspects of behavior.Based on univariate frequency analysis,univariate frequency analysis,bivariate rank correlation analysis,single sample t-test,independent sample t-test,single factor ANOVA analysis and other research methods,the author draws the following conclusions:First,in terms of user characteristics,according to the strength of the two dimensions of reading and sociality,the author divides the social reading behavior types of college students into four types: "Two-sided","focused on reading","casual" and "good at socializing"."Two-sided" users should have strong reading and sociality,but the actual intensity is not high enough,and the reading and sociality of this group is not ideal;"Focus on reading" users should have strong reading ability and weak sociality,but their actual reading ability is not ideal,and their sociality is stronger than expected;"Casual" users are supposed to be weak in reading and socializing,but they are actually stronger than expected;"Good at social" users should be weak in reading and strong in sociality,but their actual sociality is not ideal,and their reading is stronger than expected.Second,in terms of the influencing factors of different behavior types,the motivation,perceived ease of use,perceived usefulness,loyalty to the platform of "Two-sided" college students are highly consistent with the overall distribution of behavior,but the perceived risk of social interaction is contradictory to the actual behavior;The reading motivation of "focus on reading" college students mainly comes from external stimulation,and the reason that hinders them from less social behavior mainly comes from their perception of social risk;The reason why "casual" users have less reading and social behaviors is that they have weak motivation,perceived ease of use and usefulness,low loyalty to the platform and high perceived risk;The motivation,perception,loyalty and behavior of "good at social interaction" users are highly consistent in the overall distribution.However,reading perception,motivation and behavior are contradictory because perception and motivation have not been effectively translated into practical action.Third,in the overall influencing factors,first,in terms of gender,there are significant differences between boys and girls in social behavior,and boys’ social behavior is more prominent than girls;Secondly,in terms of majors,there are significant differences in social behavior between science and engineering students and arts and business students,and the social behavior of science and engineering students is more prominent than that of Arts and business students;Thirdly,in the aspect of perception,the influence of perceived risk on behavior is quite different;Fourth,in the aspect of motivation,the internal motivation is insufficient,while the driving force of external motivation is more obvious;Fifthly,in terms of loyalty,the higher college students’ loyalty to the platform,the higher their use of the platform.Based on the above research findings,the author,in combination with the focus theory in marketing communication,the self-determination theory in psychology,the perceived risk theory,the prospect theory,and the drama simulation theory,puts forward relevant measures in terms of focusing on the synchronous improvement of reading and sociality,focusing on focus management,focusing on gender differentiated communication,focusing on the incentive mechanism of internal and external motivation,focusing on reducing perceived risk,and focusing on improving user loyalty,It is expected that these measures can help the we-chat reading platform provide more targeted guidance and services for the social reading activities of different types of college students,provide a certain scientific basis for the future user management and marketing communication information design of the we-chat reading platform,and provide a certain decision support for the platform to retain users.