The Analysis On The Influence Factors Of Youngsters’ Digitized Reading Diffusion

With the development of science technology and computer networks, we have entered thedigital age. Under the digital age, there are lots of electronic reading materials and multimediareading materials in the internet. Thus we can know that the way of youngsters’ reading has afundamental change: there is not only traditional text reading, but also digitized reading, such aselectronic reading, network hypertext reading, and mobile reading. With the development ofdigitized reading, the reading content also will be changed. Thus the influence factors of readingwill be changed.With the development of digitized reading way, the reading content also will be changed.Then the factors that affect the reading are also constantly changed.Youngsters are the main reading activities and digitized read as a new thing, to be understoodand adopted by young people needs a promotion process. How to promote better we need tomaster the way of reading and characteristics in the digital age and understand young people’sreading needs. All in all, we need to master the influence factors of youngsters’ digitized readingdiffusion and analyze the relationship between these factors and youngster’ digitized readingdiffusion.This study will be based on the Theory of Innovation Diffusion and in combination withother literature analysis to initially determine the influence factors. The study involved the theoryof innovation diffusion are the followings: the definition of innovation diffusion, the fourelements and the five features of new things to be diffused which are promoted by Rogers. Thefive features are: be able to tried, observational results, the relative superiority, complexity andcompatibility. Modify the Influencing factors through interviews with experts and testedinterviews. At last, we will get the pretest questionnaire about the influence factors ofyoungsters’ digitized reading diffusion. This is the scale a.First of all, I will survey84students to fill in the form which is the youngsters’ digitizedreading diffusion factors scale a-the prediction questionnaire. After Surveying, I will make the validity test of pre-trial questionnaire. I will delete the items whose value is below0.2accordingto each variable’s initial commonality as well as principal component analysis. Following, by theSPSS equipped greater than1, I get the common factors. At last I analyze the youngsters’digitized reading diffusion factors scale I to get four common factors. Validity testing iscompleted, I make the reliability test to the youngsters’ digitized reading diffusion factors scale a.I will measure the internal consistency Cronbach’s alpha coefficient value of the extracted fourfactors. According to the internal consistency Cronbach’s alpha coefficient value, I will deletesome items whose internal consistency is low.After validity testing and reliability testing, we get the formal questionnaire which is theyoungsters’ digitized reading diffusion factors scale. This is the scale b. Then we analyze theformal questionnaire scale b.First, by making descriptive statistics analysis for the items, I get the grade average of eachitem to decide which item has greater influence on subjects. Second, by making descriptivestatistics analysis for the f our factors，I get the grade average of each factors to decide whichfactor has greater influence on subjects. Third, by making descriptive statistics analysis for thefive attributes of innovation diffusion proposed by Rogers which are be able to tried,observational results, the relative superiority, complexity and compatibility, I get the gradeaverage of each attribute to decide which attribute has greater influence on subjects. Forth,through One-way Analysis of Variance to study whether there is a significant difference betweenthe different schools category. Fifth, through spearman rank correlation analysis, I study theinteraction between the factors.According to the above questionnaire and combining with the actual situations in China, Iwill put forward the conclusions in line with China’s actual situations. Of course，I will givesome corresponding strategies for the situations that currently exist. After the questionnaireanalysis is completed, I will again interview the subjects in order to get the effectivelydescriptive information, and this will be able to rise to the level of the qualitative research. Imake the interview survey again. That means I will interview the students again. This time I willcombine with their views on these strategies to modify them. The ultimate goal of these is tomake these strategies more feasible.The thesis is divided into five chapters. The first chapter describes the origin of the present study, the objectives and significance of the research, the content and methods of the researchand review the domestic and foreign research on the promotion of digitized reading; The secondchapter describes Innovation Diffusion Theory and Berlo’s communication model which are thetheoretical basis of this study.In this chapter, I also describe the definition of the relatedconcepts as well as expounds the changes of youngsters’ reading way and reading content;Chapter3and Chapters4is the core of this dissertation. The third chapter describes the designprocess and the application process of the scale. This chapter includes the design purpose and theproblems that I should pay attention to during the design. This chapter also describes the courseof the investigation and what is the most important is the analysis of the survey results; the fourthchapter puts forward the corresponding strategies to promote the youngsters’ digitized readingdiffusion; the fifth chapter summarizes the insufficiencies of this study and the future research isput forward.