Network book live streaming provides a new channel for promoting public reading, and internet celebrities have become a new force in reading promotion. Clarifying the formation process and influencing factors of user reading behavior in the knowledge internet celebrity book live streaming model can help optimize live streaming strategies and innovate reading promotion models. This study conducted in-depth semi-structured interviews with 43 users who have watched knowledge internet celebrity book live streaming, extracted 16 sub-themes and 9 core themes using thematic analysis, and introduced the SICAS (Sense-Interest & Interactive-Connect & Communicate-Action-Share) model from the era of mobile internet. The study constructs a framework for the formation process and influencing factors of user reading behavior in the knowledge internet celebrity book live streaming model. The study finds that users go through four stages in the knowledge internet celebrity book live streaming model: mutual perception, interest generation, interactive communication, and purchase conversion, ultimately leading to reading and sharing behavior. Professional level and expression characteristics are influencing factors for knowledge internet celebrities attracting user attention in the mutual perception stage; personal attractiveness, live content and quality, and live form design are influencing factors for users generating reading interest in the interest generation stage; value perception and emotional connection are influencing factors for users generating value recognition of the reading content in the interactive communication stage; quality control and price strategy are influencing factors for users forming purchasing decisions in the purchase conversion stage; systematic reading,启发式阅读, recommendation and community exchange are specific behaviors in the final reading and sharing stage. On this basis, the study proposes optimization strategies for knowledge internet celebrity book live streaming and reading promotion for all stages, expands the application scenario of the SICAS model, and provides references for the innovation of public reading promotion models in the new media era.
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
Key words
knowledge internet celebrity/ book live streaming/ reading behavior/ reading promotion/ influencing factors/ SICAS model
