ABSTRACT

After entering the 3G era of mobile communication， mobile APP has replaced the browser as one of the main entrance of the mobile Internet， QQ space， Renren， micro-blog， WeChat， news client， reading APPs and other social reading terminals have an important impact on the user's mobile reading behavior. The rapid development of the social reading based on mobile terminal mainly driven by three factors：The first is economic motivation， the rapid growth of China's per capita GDP provides an important economic support for the popularization of mobile intelligent devices such as intelligent mobile phone， tablet computer and e-reader；The second is the technical motivation， the continuous progress of software technology such as intelligent operating system， APP， HTML5， WiFi provides technical support for the mobile reading；The third is social motivation， the powerful social function of the reading platform such as micro-blog， WeChat， news client， reading APPs greatly stimulated the user sharing， recommendation， comment， communication and other social desire， resulting in improved user reading initiative.

The first front firstly discusses the research background and the significance of the topic， then combs the related literature on mobile reading and social reading both at home and abroad， and the representative research literature has been classified and analyzed， summarizes the achievements and analyzes the problems in the current research， finally introduces the main research methods and lists the overall framework of the book.

The second front is research category definition and theoretical basis for this book. First of all， the interpretation and definition of the reading， mobile reading， social reading and other related concepts. Then the three forms of social reading has been summarized， social reading in turn has experienced three forms：real-life， PC internet and mobile terminal.Of course， these three forms are compatible with each other， and can also exist in different reading environment. Finally， the social reading based on mobile terminal is divided into 5 categories， namely social comprehensive， news and consultation， E-book reading， traditional media and vertical industry， these all belonging to the category of generalized social reading. Theoretical basis part mainly introduces the reading， sociology， communication studies related to this article. Reading theory mainly includes the type of reading theory and “Reading three-body theory”， sociological theory mainly includes the symbolic interaction theory and social exchange theory， and communication theories include 5W mode， encoding decoding， selective theory， two levels of communication， opinion leader， and the media being the message， etc.

The third front mainly analyzes the core characteristics of the social reading of the mobile terminal：sharing， interaction and transformation， which is abbreviated as the SIT. Sharing mainly referring to the user can share reading content and original views to the various social reading platform， and this book discusses in detail the meaning， type， and function. Interaction refers to the communication between each reading subject by various means in the social reading platform of the mobile terminal， and the book discusses in detail the categories， characteristics and functions of the interaction. Transformation referring to the social reading platform based on the mobile terminal brings the direct and indirect interests to all the participants in the industry chain， and the direct benefits generally refers to economic income， and the indirect interests generally refers to intangible assets. In fact， sharing， interaction and transformation do not exist in isolation， but are closely linked and influence each other， among which the “information+relationship” is the backbone of the social reading based on the mobile terminal.

The fourth front discusses the influence of the three elements of the social reading of the mobile terminal on the SIT， the three elements including content， channel and user. The influence of content factors mainly includes three aspects：the mode of production， content type and information potential energy. The influence of channel factor mainly refers to two aspects：the form of communication media and the mode of information transmission. The influence of user factor mainly includes three aspects：the factor of mind， the relationship variable and the user data.

The fifth front is the empirical research part of this book. First， a questionnaire survey and individual interviews were conducted on the user's mobile reading behavior， a statistical analysis of 568 valid questionnaires was carried out. The results show that there is a strong correlation between demographic characteristics and SIT. The ecological system includes personality psychology， interpersonal environment， regional economic environment and social background has an important influence on the user's mobile reading behavior and SIT. Then， this front makes a quantitative study of the WeChat public accounts， and analyzes the SIT of the WeChat public accounts. Finally， according to the results of statistical analysis， the research conclusion is drawn and some suggestions are put forward.

The sixth front is conclusion part of this book. First of all， the research conclusion of this book is summarized， then points out the innovation and deficiency of the research， and finally， puts forward the ideas and suggestions for further research. In a word， the social reading based on mobile terminal is the trend of future reading， the each main body of industrial chain such as government departments， operators and users needing to work together， fostering strengths and circumvent weaknesses， giving full play to the scale advantage of China's mobile reading user and the late-development advantages in reading technology， continuing to carry out technological innovation， improving customer satisfaction. These can not only promote the fast and stable development of the mobile reading industry but also promote the prosperity of nationwide reading and cultural publishing undertakings in China.

Keywords：Mobile Terminal；Social Reading；User；APP