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论文编号：	13968
作者编号：	2120213362
上传时间：	2023/6/7 9:50:16
中文题目：	社会化阅读中读者互动对感知价值的影响研究 ——以“微信读书”APP为例
英文题目：	Research on the Influence of Social Reading Reader Interaction Behavior on Perceived Value ——Case of
指导老师：	肖雪
中文关键字：	社会化阅读；互动；感知价值；微信读书
英文关键字：	Social Reading; Interaction; Perceived Value;WeChat Reading
中文摘要：	以“互动”为本质特征的社会化阅读蓬勃发展，并逐步成为新的阅读趋向。在其发展火热的情况下，不禁令人思考，社会化阅读的真实效果与价值为何？又能否起到促进读者阅读的作用？研究以“微信读书”APP作为社会化阅读平台的代表，探究读者不同互动方式对社会化阅读感知价值的影响，以及感知价值对读者社会化阅读满意度及持续使用意愿的影响，从而对社会化阅读的效果及价值进行反思。研究采用混合研究方法，首先进行实验研究，选择13位具有“微信读书”互动功能使用经验的受试者，分集中性及持续性两阶段进行实验。对实验视频数据进行整理，分析读者不同互动方式的行为特征；同时对后测访谈结果进行分析，探究读者不同互动方式下的感知价值及其影响。为扩大样本量并检验实验研究结果，根据已有研究及实验研究结果设计并发放问卷，获得有效问卷330份；借助SmartPLS3.0及SPSS 26工具对问卷数据进行分析，并与实验研究结果相结合，得出最终结论。 研究结果表明，读者分别受到话题、书评文摘以及人际关系驱动进行互动；读者的感知价值可细分为感知阅读价值、感知情感价值、感知社会价值及感知功能价值四个维度。社会化阅读中互动切实发挥了促进阅读的作用，但针对不同互动方式读者的互动行为特征不同，所造成的影响也有所不同。读者受书评文摘驱动的互动行为频率最高，受人际关系驱动的互动行为频率则略低，两种方式下的读者互动行为特征对所有感知价值维度产生显著正向影响。读者受话题驱动的互动行为频率最低，且该方式下的读者互动行为特征仅对感知情感及社会价值具有显著的正向影响。读者的感知阅读价值、感知社会价值以及感知功能价值会对读者满意度产生显著正向影响，而这一满意度也会显著正向影响读者的持续使用意愿。研究指出互动虽是社会化阅读中极为重要的因素，但只有阅读与互动的有机结合才能更好地促进读者的社会化阅读。研究还从社会化阅读中的“阅读”与“互动”、社会化阅读环境与氛围的塑造以及读者互动活性及阅读习惯三方面对社会化阅读进行了深入的思考与反思。并最终为对社会化阅读及其平台的发展提出策略与建议。
英文摘要：	Social reading essential characterized by interaction is growinng vigorously and gradually become a new reading trend. Amidst the booming development of socialized reading, We should keep thinking what are the true effects and values of social reading? Can it play a role in promoting readers? In this paper, We explored the impact of different ways of interaction among readers on the perceived value of social reading, as well as the impact of perceived value on readers' satisfaction and willingness to continue engaging in social reading, in order to reflect on the effectiveness and value of social reading. This study adopts a mixed research method. Firstly, an experimental study was conducted, we selected 13 participants with experience in using the "WeChat Reading" interactive function. The experiment was conducted in two stages:neutral and sustained. We organized the experimental video data and analyzed the behavioral characteristics of readers in different ways of interaction. At the same time, we analyzed the post test interview results to explore the perceived value and its impact of readers under different interaction methods. To expand the sample size and test the experimental research results, a questionnaire was designed and distributed based on existing research and experimental research results, and 330 valid questionnaires were obtained. Using SmartPLS3.0 and SPSS 26 tools,we analyzed the questionnaire data and combine it with experimental research results to draw the final conclusion. The research results indicate that readers are driven to interact by topics, book reviews and abstracts, and interpersonal relationships. The perceived value of readers can be divided into four dimensions: perceived reading value, perceived emotional value, perceived social value and perceived functional value. The interaction of socialized reading has effectively played an important role in promoting reading, but the interaction behavior characteristics of readers with different interaction methods also have different impacts. The frequency of interactive behavior driven by book review abstracts is the highest among readers, while the frequency of interactive behavior driven by interpersonal relationships is slightly lower. The characteristics of reader interactive behavior under these two methods have a significant positive impact on all perceived value dimensions. The frequency of topic driven interactive behavior among readers is the lowest, and the characteristics of reader interactive behavior under this approach only have a significant positive impact on perceived emotions value and perceived social value. The perceived reading value, perceived social value, and perceived functional value of readers will have a significant positive impact on reader satisfaction, and this satisfaction will also have a significant positive impact on readers' willingness to continue engaging in social reading. In this paper, we pointed out that although interaction is an extremely important factor in socialized reading, only the organic combination of reading and interaction can better promote readers' social reading. The study also conducted in-depth thinking and reflection on socialized reading from three aspects: "reading" and "interaction" in socialized reading, the shaping of socialized reading environment and atmosphere, as well as the interactive activity and reading habits of readers. And ultimately propose strategies and suggestions for the development of socialized reading and its platforms.
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