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[目的/意义]网络社区的出现推动了网络阅读行为的展开,以社会临场理论为基础,研究网络社区用户阅读行为的影响因素并构建概念模型,为进一步促进网络社区阅读环境建设,推动阅读行为的开展,提升阅读效果提供理论借鉴。[方法/过程]应用社会临场理论、满意度理论,通过问卷调研法,在对197名网络社区用户进行调研的基础上,运用结构方程法,通过SPSS 17.0与LSIREL 8.7,就网络社区社会临场感对用户阅读行为发挥作用的机制进行实证研究。[结果/结论]结构方程检验结果显示,网络社区社会临场感对用户阅读行为发挥正向作用,即网络社区用户社会临场感越强,阅读行为发生的可能性越高;用户满意度在社会临场感与用户阅读行为之间发挥了完全的中介效应。
[Purpose / Significance] The appearance of online community has promoted the development of online reading behavior. Based on the theory of social presence, it studies the influencing factors and constructs the conceptual model of the reading behavior of online community users. In order to further promote the reading environment of online community and promote reading behavior Carry out, improve the reading effect to provide theoretical reference. [Methods / Processes] Based on the survey of 197 online community users using the theory of social presence and satisfaction, this study applied the structural equation method and SPSS 17.0 and LSIREL 8.7 to investigate the social presence of online community Empirical research on the mechanism of user’s reading behavior. [Results / Conclusion] The results of structural equation test showed that the social presence of online community plays a positive role in the reading behavior of users, that is, the stronger social presence of online community users and the higher possibility of reading behavior. The user satisfaction in social presence Sense and user reading behavior played a complete intermediary effect.