Research On WeChat Reading Behavior And Influence For Graduate Students

WeChat reading is a new type of digital reading emerging in recent years.It gradually penetrates into People's Daily life with the social characteristics of WeChat.According to the 2017 Chinese reading survey released by the academy of press and publication,the average Chinese spends 27.02 minutes per day on WeChat.Therefore,WeChat reading has been widely accepted,and WeChat reading has a growing influence on people.Therefore,this paper takes WeChat reading as the research object to carry out the following research.Firstly,this paper sorts out and analyzes previous literature on WeChat reading research,so as to determine research ideas and methods.Meanwhile,it also sorts out the basic concepts related to WeChat reading behavior and some theories used in the research.Secondly,this paper selects graduate students as survey objects,and conducts a survey on WeChat reading behavior and influence through questionnaire survey.The investigation includes three parts:the motivation of WeChat reading for postgraduate,the behavioral characteristics of WeChat reading for postgraduate and the influence of WeChat reading on postgraduate cognition.Thirdly,this paper uses SPSS software to analyze the collected data and mainly obtains the following results:(1)the motivation of WeChat reading for postgraduate was,in order of strength,the motivation of personal interest,the motivation of information acquisition,the motivation of social interaction,the motivation of emotional expression and the motivation of personal learning;(2)from the findings of WeChat reading content,time and place for graduate students,it can be seen that graduate students have the characteristics of convenience,fast food,socialization,utilitarianism and professional trend when they read WeChat;(3)WeChat reading has a positive effect on the graduate student's cognition,such as improving sensory acuity,and increasing language richness,etc,but also for the graduate student's cognition it has certain negative effects,such as causing visual fatigue and reducing the language power of expression,etc;(4)the graduate students of different gender has a significant difference in the motivation of emotional expression,content type of WeChat reading and frequency of WeChat reading,while the graduate students,who have different ways of learning,has a significant difference in the motivation of personal learning,the motivation of emotional expression,carrier form of content,type of content,type of the public and site of reading;(5)there is a significant high positive correlation between the motivation of WeChat reading and the positive impact of WeChat reading on cognition,and there is a significant moderate positive correlation between the motivation of WeChat reading and the negative impact of WeChat reading on cognition.Finally,based on the survey results,this paper proposes suggestions about WeChat reading for graduate students from three aspects,graduate students should improve their self-learning awareness and ability of WeChat reading,school should strengthen the guidance of WeChat reading,and WeChat operator should improve the reading effect of WeChat.In this paper,the basic situation of WeChat reading for graduate students is studied by means of questionnaire,which enriches the content of research for WeChat reading.Moreover,Suggestions are put forward based on the survey results,which provides some references for improving the quality of WeChat reading on graduate students and has important practical significance.However,this study also has some limitations,and it is expected to be further improved in future studies.