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Study on the Impact of Social Presence on Reading Behavior Based on the Role of Read's Satisfaction
Received date: 2015-12-04
Revised date: 2016-01-05
Online published: 2016-01-20
[Purpose/significance] The emergence of online communities promotes the reading behavior on the web. This study uses the social presence theory to analyze the influence factors and construct a conceptual model, to improve the reading effect through building a good reading environment.[Method/process] This paper studies the mechanism that the social presence affects reading behavior in online community with the method of structural equation model(SME), by investigating and analyzing 197 samples of users in online community with SPSS 17.0 and LSIREL 8.7.[Result/conclusion] The results show that the relationship between social presence and reading behavior is positive which means users who have stronger social presence more likely read;Satisfaction mediates the relationship between social presence and reading behavior.
Key words： social presence; satisfaction; reading behavior; online community
Ji Dan , Li Wu . Study on the Impact of Social Presence on Reading Behavior Based on the Role of Read's Satisfaction[J]. Library and Information Service, 2016 , 60(2) : 42 -46,58 . DOI: 10.13266/j.issn.0252-3116.2016.02.006
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