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社交媒体环境下用户泛娱乐化阅读影响因素研究

Exploring the Influence Factors of Users Pan-entertainment Reading in Social Media

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【作者】 王涵钟蕾叶阳

【Author】 WANG Han;ZHONG Lei;YE Yang;School of Arts and Law, Wuhan University of Technology;School of Information Management, Wuhan University;

【机构】 武汉理工大学文法学院武汉大学信息管理学院

【摘要】 【目的/意义】通过探究用户泛娱乐化阅读影响因素,对社会化阅读泛娱乐化现象的成因进行揭示,从而为推进全民阅读过程中精品阅读传播提供可行策略。【方法/过程】本文以社会临场理论和理性行为理论为基础,引入富社交临场感、沉浸临场感和亲密临场感3个变量,构建了用户泛娱乐化阅读影响因素模型,通过问卷调查进行实证研究,并利用Smart PLS 2.0对模型进行检验。【结果/结论】研究结果表明富社交临场感、沉浸临场感、亲密临场感均通过主观规范和自我展示影响用户泛娱乐化的阅读意愿,并借鉴其影响机理提出优秀文化内容的传播策略:借力富社交,助推二次传播;超越文本,打造沉浸体验;利用归属感,整合社群传播。

【Abstract】 【Purpose/significance】To explore the factors and theirs mechanism of users’ pan-entertainment reading behavior in social media,which has a positive significance on promoting dissemination of high quality reading and providing feasible strategies.【Method/process】This paper integrates the theory of reasoned action and social presence theory,introduces 3 variables: presence as social richness,presence as immersion and presence as intimacy to construct theoretical model on users’ pan-entertainment reading behavior.The paper makes an empirical study through questionnaire survey,and Smart PLS2.0 is applied to test hypotheses and model.【Result/conclusion】The results show that presence as social richness,presence as immersion and presence as intimacy have a direct impact on the user’s pan-entertainment read willingness through subjective norms and self presentation.According to the results, this paper suggests to use rich social media,create presence as immersion and integrate association community with the sense of belonging.

【关键词】 社交媒体; 社会化阅读; 社会临场理论; 泛娱乐化阅读;

【Key words】 social media; social reading; social presence theory; pan-entertainment reading;

  • 【网络出版时间】2018-10-11 13:41
  • 【下载频次】334
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