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Why do people read books? An explanatory analysis of book reading behaviour

Lorenz, Julia (2011) Why do people read books? An explanatory analysis of book reading behaviour.

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Abstract:Despite the internet-boom, the average population places a high value on reading books. The majority of people find book reading an enjoyable activity. But what are the underlying motivational factors for book reading behaviour? This study examines the question why people do read books from the viewpoint of the expectancy-value judgements model of uses and gratifications. Guided by the expectancy-value judgements model of uses and gratifications this study used regression analysis to identify the underlying motivational factors for peoples’ reading behaviour. Based on the model, a reading behaviour survey based on literature review was created and distributed to as many persons as possible. This survey was intended to measure the factors attitude, subjective norm, intention and the expectancy-value variable which were expected to have a significant positive influence on peoples’ reading behaviour. The results show partially evidence for the prediction of intention and reading behaviour from the viewpoint of the expectancy-value judgements model of uses and gratifications. Intention and expectancy-value are found to be significant predictors for reading behaviour. It was also found that the expectancy-value variable had significant positive influence on attitude. Contrary to expectations, subjective norm did not have a significant positive influence on intention. The expectancy-value variable was a weak predictor of intention, too. However, attitude was found to be a strong predictor of intention
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/61323
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