| 曾粤亮,赖行云,韩世曦,夏亮亮,曹士平.知识网红图书直播模式下用户阅读行为形成过程及影响因素研究[J].数字图书馆论坛,2026,22(6):70~80 |
| 知识网红图书直播模式下用户阅读行为形成过程及影响因素研究 |
| Research on the Formation Process and Influencing Factors of User Reading Behavior in Knowledge-influencer-led Book Live Streaming |
| 投稿时间：2026-04-21 |
| DOI：10.3772/j.issn.1673–2286.2026.06.007 |
| 中文关键词: 知识网红；图书直播；阅读行为；阅读推广；影响因素；SICAS模型 |
| 英文关键词: Knowledge Influencer; Book Live Streaming; Reading Behavior; Reading Promotion; Influencing Factor; SICAS |
| 基金项目:本研究得到宁波大学校级科研专项“价值共创视角下高校图书馆文化育人模式与优化策略”（编号：ZX2023001018）资助。 |
| 作者 | 单位 | | 曾粤亮 | 华中师范大学信息管理学院 | | 赖行云 | 华中师范大学信息管理学院 | | 韩世曦 | 宁波大学图书馆 | | 夏亮亮 | 华中师范大学信息管理学院 | | 曹士平 | 华中师范大学信息管理学院 |
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| 中文摘要: |
| 网络图书直播为全民阅读推广提供了新渠道，知识网红成为阅读推广的新生力量。厘清知识网红图书直播模式下用户阅读行为形成过程及影响因素，有助于优化直播策略、创新阅读推广模式。本研究面向观看过知识网红图书直播的43位用户展开半结构化深度访谈，采用主题分析法提炼出16个子主题和9个核心主题，引入移动互联网时代用户消费行为模型SICAS（Sense－Interest & Interactive－Connect & Communicate－Action－Share），构建知识网红图书直播模式下用户阅读行为形成过程及影响因素框架。研究发现，知识网红图书直播模式下，用户经过相互感知、兴趣生成、互动沟通、购买转化四个阶段，最终产生阅读与分享行为。专业水平与表达特征是相互感知阶段知识网红吸引用户关注的影响因素；个人吸引力、直播内容与质量、直播形式设计是兴趣生成阶段使用户产生阅读兴趣的影响因素；价值感知、情感连接是互动沟通阶段强化用户对阅读内容产生价值认同的影响因素；质量控制与价格策略是购买转化阶段促成用户形成购买决策的影响因素；系统阅读、启发式阅读、推荐阅读和社群交流是最终阅读与分享阶段具体的行为表现。在此基础上，本研究面向各阶段相关主体提出知识网红图书直播和阅读推广的优化策略，拓展SICAS模型的应用情境，为新媒体时代全民阅读推广模式创新提供参考。 |
| 英文摘要: |
| Book live streaming provides a new channel for promoting reading among the general public, and knowledge influencers have emerged as a new force in reading promotion. Clarifying the factors influencing users’ reading behavior in knowledge-influencer-led book live streaming can help optimize live streaming strategies and innovate reading promotion models. This study conducted semi-structured in-depth interviews with 43 users who had watched knowledge-influencer-led book live streams, identified 16 subthemes and 9 core themes through thematic analysis, and introduced the SICAS (Sense-Interest & Interactive-Connect & Communicate-Action-Share) model to construct a framework of the formation process and factors influencing users’ reading behavior in knowledge-influencer-led book live streaming. The findings show that in knowledge-influencer-led book live streaming, users go through four stages of mutual perception, interest generation, interactive communication, and purchase conversion, ultimately resulting in reading and sharing behavior. Professional expertise and expressive characteristics are important factors in attracting user attention during the mutual perception stage. Personal attractiveness, live-streaming content and quality, and live-streaming format design are important factors that arouse users’ reading interest during the interest generation stage. Value perception and emotional connection are important factors that strengthen users’ recognition of reading content and value during the interactive communication stage. Quality control and pricing strategy facilitate purchasing decisions. Systematic reading, heuristic reading, reading recommendation, and community interaction are the specific behavioral manifestations in the final reading and sharing stage. On this basis, this study proposes optimization strategies for knowledge-influencerled book live streaming and reading promotion for actors at each stage, expands the application context of the SICAS model, and provides a reference for innovating nationwide reading promotion models in the new media era. |
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