Research On The Factors Influencing Users’ Switch Behavior From Traditional Reading To Audio Reading

Reading is an important way for humans to understand and understand the world,and it is also an important component of the construction of human civilization.After the birth of words,the definition of reading is based on the abstract understanding of words.After the popularization of printing,human reading behavior is mainly based on traditional paper media.Information technology and network communication technology have caused a revolution in reading behavior,forming a variety of emerging digital reading media,including the emergence and continuous development of audio reading in recent years.Due to limited reading time,users can only choose to use some media and switch between multiple reading media.The number of users of each reading media shows a trend of increasing and decreasing.Therefore,more and more users are shifting from traditional reading to audio reading,which reflects the significant impact of information technology and network communication technology on the choice of mass reading media.In the face of the booming audio reading market and the widely popular audio reading methods among readers,domestic and foreign libraries are committed to promoting the promotion of audio reading in libraries.However,the focus and priority of audio reading services in libraries have been difficult to clarify.Therefore,analyzing how users shift their reading styles from traditional reading to audio reading,and the influencing factors behind their switch behavior,can understand the differences between audio reading and traditional reading perceived by users,provide a feasible path for detailed analysis of library users’ audio reading needs,help libraries clarify the focus and priority of audio reading services in libraries,and carry out the construction of audio reading service platforms,And adopt targeted service strategies.Based on the theory of PPM(Push Pull Mooring),this paper proposes a hypothesis model for the switch behavior of reading media users.The switch behavior of reading media users is divided into four parts: thrust factor,pull factor,anchor factor,and switch process.Based on this,a "Questionnaire on switch Behavior of Reading Media Users" is designed and distributed.The586 valid questionnaires collected are analyzed using structural equation models,Build a model of reading media user switch behavior.Based on the unique case of user switch from traditional reading to audio reading,this article summarizes seven factors that affect user switch behavior from traditional reading to audio reading,including uncertain expectations,information overload,information needs,entertainment needs,social identity needs,low switch costs,and a lack of attachment to traditional reading.Through further analysis of various influencing factors of user switch intention from traditional reading to audio reading through geographic detectors,factor detection found that social identity needs and low switch costs have the greatest positive impact and are the most important factors for user switch.The interaction detection results indicate that there is a mutually reinforcing positive interaction between various influencing factors.Finally,based on the research results,this article provides suggestions for libraries to develop audio reading services.