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用户参与是开展阅读推广活动的着力点,对其动机及激励策略的研究有助于促进阅读推广效果的提升。文章对参与阅读推广活动的用户进行参与动机的问卷调查,采用探索性因子分析(EFA)和验证性因子分析(CFA)方法,对高校阅读推广用户参与动机进行了分析。研究表明,阅读推广用户参与动机具有多维特征,涉及7个维度。文章从制定积分机制、制定荣誉机制、增强内容吸引力方面探讨了用户参与的激励策略。
The participation of users is the focus of reading promotion activities. The research on their motivation and motivation strategies can help promote the promotion effect of reading. The article makes a questionnaire survey on the motivation of participating users in reading promotion activities, and uses exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) methods to analyze the motivation of university users in reading and promoting users. The research shows that reading and promoting user participation motivation has multidimensional features and involves seven dimensions. The article explores the motivational strategies for user participation in terms of formulating integral mechanisms, developing honorary mechanisms, and enhancing content attractiveness.