【目的/意義】數字化閱讀方式是完善全民閱讀的重要組成部分,探索影響讀者數字閱讀行為的一般規律對于數字閱讀的發展具有指導意義。【方法/過程】文章結合雙路徑模型,認為讀者對數字閱讀行為的態度(認知反應、情感反應)受到中樞路徑(信息質量)和邊緣路徑(信源可信度、聲譽)的影響。首先,結合已有文獻構建數字閱讀行為影響因素研究模型。然后,通過問卷調查獲取數據,采用偏最小二乘結構方程模型進行數據分析,并根據模型結果揭示各因素的影響規律。【結果/結論】發現信息質量和信源可信度顯著正向影響認知反應和情感反應,聲譽對認知反應和情感反應的顯著正向影響在信息質量和信源可信度的影響同時存在時消失,認知反應和情感反應進一步顯著正向影響數字閱讀行為,且情感反應的影響力度遠大于認知反應。

【Purpose/significance】Digital reading method is an important part for improving the"Nationwide Reading", and exploring the general law that affects readers’ digital reading behavior has guiding significance for the development of digital reading.【Method/process】Following the dual-route model, this paper suggests that readers’ attitudes(cognitive response, affective response) towards digital reading behavior are influenced by the central route(information quality) and the peripheral route(source credibility, reputation). First of all, according to prior literature, the research model exploring impacting factors of digital reading behavior was developed. Then, a questionnaire survey was conducted to collect data, the Partial Least Squares Structural Equation Modeling was employed to conduct data analysis, and the influence law of each factors was revealed according to the results of the research model.【Result/conclusion】It’s found that information quality and information source credibility have significant and positive impacts on readers’ cognitive response and affective response. The significant and positive impact of reputation on readers’ cognitive response and affective response will be disappear when the impacts of information quality and information source credibility exist at the same time. Cognitive response and affective response further significantly affect readers’ digital reading behavior, and the impact of affective response is much greater than the cognitive response.