Abstract:

With the changing of the reading environment and devices, reading behavior of university student more inclined to fragmentation characteristics, through literature research and questionnaire survey, the author found that factors affecting reading focused on four dimensions, which are reading context, reading motivation, reading marketing and reading perception. Academic libraries can be based on this feature, strength the building of library reading contexts, standing on the readers view to promote the reading content, improve the reading marketing strategies, and seize the students more concerned about factors, more efficient to carry out reading promotion activities to enhance the reading quality of library users.

Key words: academic library, mobile micro-reading, fragmentation reading, influencing factors