A Study On The Influencing Factors Of College Students' Online Reading Intention

With the rapid development of Internet technology and information technology,great changes have taken place in college students' reading needs,reading habits and reading methods.College students are willing to read the whole book online and pay for it,and knowledge production and service enterprises should keep up with the transformation of college students' knowledge consumers and provide high-quality and complete knowledge products and services.The whole online reading platform should integrate all kinds of reading resources and technologies,constantly optimize the perception of the use of the platform and the quality of content.The relevant subjects of the whole online reading knowledge product industry should pay attention to the adverse consequences of fragmented knowledge products and fragmented reading habits to knowledge consumers,and should make joint efforts to protect the healthy development of the knowledge market,build a high-quality reading atmosphere,enhance the reading intention of the whole people,and build a book society together.This paper analyzes the characteristics of college students' knowledge consumption groups and online reading knowledge consumption,Based on Theory of Reasoned Action,According to The Information System Continuance model which three variables,practical value?pleasure value and trial reading cost are introduced are introduced into the trial reading satisfaction mechanism.And according to the Technology Acceptance Model and Expectation Confirmation Theory,four variables,information literacy,knowledge management demand,perceived quality and perceived cost,are introduced into the whole reading attitude.Finally,it constructs the theoretical framework of the research on the influencing factors of college students' online reading intention.Using questionnaire survey method,using SPSS software and AMOS software to analyze the reliability,validity,correlation and discriminant validity of the survey data,and then model verification analysis and testing of research hypotheses,the final results show that 9 research hypotheses have been verified.The modified theoretical model is basically reasonable.There are six independent variables influencing college students' online reading intention,which are practical value and hedonistic value under the mechanism of trial reading satisfaction.And the ability of information literacy,the demand of knowledge management,the perceived quality and the perceived cost under the online reading attitude,among which the perceived cost is the reverse factor and the effect is strong.Among the positive influencing factors,the effects of knowledge management demand,perceived quality and practical value are relatively stronger.Combined with the background of the high development of Internet and terminal science and technology,this study makes an empirical study on the influencing factors of college students' online reading intention,and introduces the theory of planned behavior into the study of online reading intention for the first time.The satisfaction mechanism of information system sustainable use model is introduced,and according to the research results,college students are encouraged to pay attention to information literacy and knowledge management ability to promote their online reading attitude.To help knowledge production and service enterprises to develop and market products or services with reference to the perceived quality and perceived cost of college students,in order to promote their online reading attitude;to help the online reading platform optimize the trial reading service from the practical value and pleasure value in order to enhance the perception of trial reading satisfaction of college students;the relevant subjects of the platform should jointly build a subjective normtive atmosphere of online reading.Through the joint efforts of college students,knowledge production and service enterprises and online reading platform,this paper positively promotes the influence of online reading attitude,trial reading satisfaction and subjective norms on the subjective intention of college students' online reading,and puts forward some feasible suggestions.