Beyond surface: Chinese youth's digital reading motivation explored via laddering and the interpretative structural modeling method (ISM)

Meeting young people's needs for digital reading is key to the continued growth of the digital reading market, so it is very important to discuss young people's motivations for digital reading. However, the traditional information behavior model lacks the power to explain the structural re...

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Bibliographic Details
Published in:Library & information science research 2024-07, Vol.46 (3), p.101314, Article 101314
Main Authors: Yin, Zhaokai, Zhang, Zhiqiang, Ren, Tong
Format: Article
Language:English
Subjects:
Chinese youth group
Digital reading
Interpretative structural modeling method
Laddering method
Means-end chain
Reading motivation
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Summary:Meeting young people's needs for digital reading is key to the continued growth of the digital reading market, so it is very important to discuss young people's motivations for digital reading. However, the traditional information behavior model lacks the power to explain the structural relationship between the different motivations of young people to use digital reading and to rank the importance of the motivations. The study uses the laddering method and interpretative structural modeling method (ISM) to explore the motivations of Chinese youth groups to use digital reading media. The laddering method and ISM can effectively reveal the main motivations of young people to use digital reading, and the structural relationship and action path between the motivations. The results show that youth groups choose digital reading mainly to satisfy emotional value, convenience and good experience. The study also provides optimization recommendations for promoting digital reading. •Structured interviews were conducted with 37 Chinese young people about their motivations for digital reading use.•Laddering and means-end chain analyze youth's digital reading motivations, revealing attributes, consequences, and values.•The interpretative structural model shows the hierarchical relationship between factors of young reader's digital reading.•Emotional value, convenience and good experience are the key drivers of digital reading for young readers.•Recommendations for digital reading promotion are made based on the results.
ISSN:0740-8188
DOI:10.1016/j.lisr.2024.101314