Research On The Influencing Factors Of College Students’ Participation In Reading Promotion Activities

College libraries shouldering the mission of spreading human excellent culture actively respond to the call of society,attach great importance to reading promotion services,take library as the main front,carry out various activities aimed at improving the cultural literacy and comprehensive quality of college students.As the main audience,college students are not only the main beneficiaries of the value of university library reading promotion activities,but also the key factors for the successful holding of the activities.Therefore,this paper takes college students as the research object,investigates the specific situation of college students’ participation in reading promotion activities,and finds out the factors that affect college students’ participation in reading promotion activities,which has important guiding significance for improving reading promotion service level.The research uses questionnaire survey and data analysis method to carry out in-depth discussion and analysis on the influencing factors of college students’ participation in reading promotion activities.The main contents of this study are as follows: on the basis of reading and referring to a large number of literatures,the influencing factors of participation in reading promotion activities are sorted out and summarized;Develop and design an assessment scale of the factors influencing activity participation behavior;Stimuli-organism-response theory was used to construct an integrated model of the influential factors of the activity participation behavior,and put forward the research hypothesis.The participation of college students in reading promotion was investigated,and the structured equation analysis method was adopted to recover the data for analysis and verify the hypothesis.The main results of this study are as follows: the influencing factors of participation in reading promotion activities in university libraries can be divided into four dimensions:incentive system,campus environment,perceived usefulness and perceived interest.Among them,perceived fun has the greatest impact on participation behavior,perceived usefulness has a slightly lower impact on participation behavior,and campus environment has the least impact on participation behavior.In addition,perceived usefulness plays partial mediating role among incentive system,campus environment and participation behavior.Perceived interest plays a partial mediating role among incentive system,campus environment and participation behavior.In the future work,in order to further improve the service level of university library reading promotion activities,attract more students to participate in reading promotion activities.The suggestions of management measures should be taken by university libraries are as follows: create an incentive mechanism to realize the behavior transformation from passive participation to active participation;Create a good campus reading atmosphere to overcome the problem of students unable to participate in activities due to time conflict,space distance and other barriers;To mobilize students’ positive psychology and enhance the perceived value of activities,activity organizers should pay attention to the inner needs of the service objects and provide them with a higher sense of value acquisition and pleasant participation experience.