With the rapid development of information technology and mobile Internet access, social media content has become extremely abundant and open, and users have become heavily dependent on social reading. As a result, users’ reading motivation has greatly changed from traditional reading to digital reading to social reading. Exploring the potential effects of social reading can contribute to providing strategies to accurately target high-quality reading content to help promote reading with social media. Drawing upon the use and gratifications theory and reading motivation scales, the current study examines the effectiveness of reading motivation to explore in depth the influencing mechanism of users’ reading on social media. Structural equation modeling is employed to empirically test the impact factor model. The results indicate that social media users’ reading motivation mainly includes entertainment, self-presentation, information acquisition, social promotion, and social interaction. Regarding the overall contribution, social motivation is the most important factor in social media reading activities, followed by intrinsic reading motivation and information reading motivation. The findings and their implications are discussed to provide suggestions for social media operators promoting high-quality reading.

中文翻译：

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我国阅读推广视角下社交媒体用户阅读动机影响因素研究

随着信息技术和移动互联网的快速发展，社交媒体内容变得极其丰富和开放，用户对社交阅读的依赖度越来越高。因此，用户的阅读动机从传统阅读到数字阅读再到社交阅读发生了很大变化。探索社交阅读的潜在影响有助于提供准确定位高质量阅读内容的策略，以帮助促进社交媒体阅读。本研究借鉴使用与满足理论和阅读动机量表，检验阅读动机的有效性，以深入探讨用户在社交媒体上阅读的影响机制。采用结构方程模型对影响因子模型进行实证检验。结果表明，社交媒体用户的阅读动机主要包括娱乐、自我展示、信息获取、社交推广和社交互动。就整体贡献而言，社交动机是社交媒体阅读活动中最重要的因素，其次是内在阅读动机和信息阅读动机。讨论了这些发现及其影响，为促进高质量阅读的社交媒体运营商提供建议。