文章摘要

徐孝娟,赵宇翔,朱庆华.从传统纸媒到数字媒介的用户阅读转移行为研究——基于MEC理论的探索[J].中国图书馆学报,2016,42(3):116~127
从传统纸媒到数字媒介的用户阅读转移行为研究——基于MEC理论的探索
Research on User Reading Switching Behavior from Paper Media to Digital Media Based on Means-End Chain Theory
投稿时间:2015-12-09  
DOI:10.13530/j.cnki.jlis.163009
中文关键词: 阅读行为  传统纸媒  数字媒介  阅读转移行为  手段—目的链理论
英文关键词: Reading behavior  Paper-media  Digital media  Reading switching behavior  MEC theory
基金项目:本文系国家社会科学基金重大项目“面向大数据的数字图书馆移动视觉搜索机制及应用研究”(编号:15ZDB126)的研究成果之一
作者单位E-mail
徐孝娟 安徽大学管理学院 安徽 合肥 230039 xxjksks@126.com, 
赵宇翔 南京理工大学经济管理学院 江苏 南京 210094  
朱庆华 南京大学信息管理学院 江苏 南京 210093。  
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中文摘要:
      传统纸质阅读虽然能满足读者在阅读深度和阅读习惯方面的需求,但数字阅读,尤其是移动互联环境下的数字阅读,在阅读广度和阅读成本方面更具优势,能利用科技手段缩小阅读的“贫富鸿沟”,因而成为全民阅读重要的助推力和新阵地。本研究采用结构化访谈的方式,从“用户价值导向”探索个人价值视角下用户从传统纸质媒体到数字阅读媒体转移的动机。研究表明:用户从传统纸媒转移到数字媒介情景阅读时,更多的是受到功能性价值、机会性价值、社会性价值以及情感性价值的影响,其中,对情感性维度的关注已超过功能性维度;与价值维度匹配的要素不再局限于传统的功能类层面,已延伸到环保意识层面。研究揭示,随着读者价值观的改变,阅读行为动机也有了新的变化,需要对数字媒介相关的资源、产品及系统的设计、服务等倾注更多的人文关怀。图3。表5。参考文献35。
英文摘要:
Although traditional paper media reading is easy to read and satisfies the demand of in depth reading, digital reading has the advantage on reading breadth and cost. Digital technology can greatly accelerate the popularization of reading and reduce the reading gap between the rich and the poor. Therefore, digital reading has become an important boost to nationwide reading. This study explores the switching behavior from paper media to digital reading media with the method of structured interview from the perspective of the value proposition.
The structured interviews can be more effective to extract the user switching motivation elements and the relationship between elements, designed by the means end chain theory. The relationship between elements can generate the hierarchical relationship and hierarchical map by using the principle of interpretative structural modeling. The mixed methods paradigm from qualitative to quantitative research process is used in this paper. The paper identifies the switching motivation based on the collected data from user interviews and finally extracts 21 elements and 46 relations analyzed by using MATLAB and Ucinet software tools. User reading behavior is a complicated and imperceptible cognitive activity, and the hierarchical map is the quantification expression of this cognitive process, which can help us effectively analyze the transfer of cognitive process and design the product and provide policy guidance for related institutions and administrative departments, etc.
The results show that: 1)User switching behavior has the obvious characteristics of“generations”. We identify the functional value, conditional value, social value and emotional value as the main factors affecting consumer switching behavior from paper media to digital reading media. Meanwhile,user pays more attention to the emotional value demand compared to the functional value. 2)The five elements including abundant resources, convenient to carry, fast retrieval, resource sharing and saving paper are the starting points associated with 12 elements and generated the 19 relationship belonging to the six chains of attribute consequence. According to these chains, digital reading sectors need cooperation, especially among the constructors of digital resources, digital media product designers, and copyright departments. 3)Previous studies paid little attention to this link of “saving paper →environmental protection”. However, the elements that match with the value dimension are no longer limited to traditional functional factors; they have been extended to the environmental protection consciousness in this study. And “crowdsourcing” and “social” ideas will play an important role in the future of the digital reading. The study reveals that, with the change of the values of the reader, reading motivation also has new content and more humanistic care should be given to digital media resources, products and system design and so on. 3 figs. 5 tabs. 35 refs.
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