Research On User Comment Behavior On Social Reading Platform

With the continuous development of network technology and the diversification of people’s needs,reading is no longer just a way to acquire knowledge but gradually evolves into a composite behavior with characteristics of information exchange,knowledge sharing,and social interaction.The social reading platform is a network reading space based on users’social relations for content production and exchange,which can provide diversified and personalized services for users.Comments,as one of the core functions of the platform,reflect its social attributes and play a key role in the platform’s ability to enhance online communication.At the same time,comments are a source of information for users to understand the features and services,and a reference basis for their consumption decisions,which has an important impact on improving the conversion rate of products.However,there is a common problem of low activity in the comment area and low quality of comments in existing platforms,which leads to a decline in users’ willingness to continue using and satisfaction.The commenting behavior can not only reflect users’ usage preferences and editing habits but also reflect users’ intrinsic demand for various functions of the platform.Therefore,it is important to exploring the commenting behavior of users of social reading platforms,which is important to promote the development of social reading platforms and facilitate the better realization of their social functions.Based on the TEO user acceptance model,this study combines self-determination theory and self-efficacy theory,uses the qualitative research methods to refine user motivation,constructs a model of user commenting behavior,and then explores user commenting behavior on social reading platforms from the perspective of motivation.First.the TEO user acceptance model was used as the basic theory,and perceived usefulness,perceived delight,and perceived ease of use are used as the main framework for analyzing commenting behavior in the process of social reading.Second,self-determination theory was used to explain perceived usefulness and perceived delight from the perspectives of external and internal motivations,and self-efficacy theory was introduced to take self-efficacy as the explanatory variable of perceived ease of use to construct the theoretical model of the study.Further,the qualitative research method was used to summarize the motivation of users’ commenting behavior on social reading platforms by taking WeChat Reading as a case study,refine and supplement the original theoretical model,form an empirical research model,and propose research hypotheses.Finally,the questionnaire was designed regarding the mature scale items,and after data collection and processing,the reliability and validity of the questionnaire were tested by SPSS and AMOS,and all the indicators of the questionnaire used in the study met the criteria and the data obtained were used to establish a structural equation model,and the fitness of the model and the path relationship was tested.The results of the empirical tests show that self-improvement,self-expression,and helping the platform are external motivations for users to engage in commenting behavior and positively influence perceived usefulness,altruism is an internal motivation and positively influences perceived delight perceived usefulness,and perceived delight positively influence user behavior,and self-efficacy promotes perceived ease of use,which in turn leads to an increase in perceived usefulness and perceived usefulness and perceived delight.Based on the user commenting behavior model and combined with the findings of the study,we propose suggestions on the method of pushing comments,personalized service level,and strategies on the comments for the service and function settings of the platform.This study explores user commenting behavior on social reading platforms from the perspective of motivation,which not only broadens the perspective of this field,but also helps to better understand the user preferences and editing habits of users’ comments at this stage,and provides insight into the deeper needs of users’ participation in comments,which provides a reference for the operation and development of social reading platforms.