目录
摘要 Ⅱ
关键词 Ⅱ
Abstract Ⅲ
引言
引言 1
一、相关研究 1
（一）国内外阅读情况调查研究概述 2
（二）阅读推广概述 3
二、实验方法及数据获取 3
（一）实验方法及数据获取 4
1.首都图书馆与豆瓣读书2019年年度阅读榜单 4
2.当当网畅销榜单与微信读书热门榜单 4
（二）实验分析指标构建说明 5
三、实验结果 5
（一）首都图书馆与豆瓣读书同类型图书差异 5
1.榜单相似度分析 5
2.不同榜单图书分类差异 5
3.图书分类差异的影响因素 6
（二）畅销榜单与阅读榜单的差异 7
1.榜单相似度分析 7
2.榜单内图书差异分析 7
四、总结与展望 9
致谢 10
参考文献 10
附录 12
表21 2019年年度榜单 12
表22 微信读书热门榜单 13
表23 当当网畅销榜单 14
表24 分类号 15
表31 图书分类 7
表32 T检验一览表 8
基于数据的线上线下读者阅读差异分析
摘要
随着时间的推移与人类科技的发展，电脑、手机等电子设备得到了普及，阅读媒介发生了改变，读者的阅读方式开始从传统的纸质阅读方式向数字化阅读方式的转换。碎片化阅读、表层性阅读方式成为主流，新的阅读习惯和较低的阅读兴趣，导致读者的阅读质量不高。这对我们个人，甚至对整个社会的整体素质的发展都可能会造成不良的影响。本文采用网站数据调研的方法，选取首都图书馆和豆瓣读书2019年年度榜单、当当网畅销榜单和微信读书热门图书榜单内容作为研究对象。对榜单内图书的图书相似度、图书类型、类型占比、图书主题、图书简介等内容进行对比分析。并利用SPSS对部分筛选过的数据进行相关性研究，进一步确定线上、线下读者的阅读偏好是否具有显著性差异。研究结果表明，实验所选取的首都图书馆与豆瓣读书年度榜单、当 *51今日免费论文网|www.51jrft.com +Q: @351916072@ 
当网畅销榜单与微信读书热门榜单内图书存在较大差异。差异表现在线上、线下图书更新存在时间差；线上、线下读者阅读热门图书及图书类型差异较大；线上、线下读者的需求不同等。
关键字：传统阅读；数字化阅读；阅读媒介；阅读差异；阅读推广
ANALYSIS OF READING DIFFERENCES BASED ON DATA
ABSTRACT
With the passage of time and the development of human technology, electronic devices such as computers and mobile phones have become popular, and the reading medium has changed. Readers reading methods have begun to change from traditional paper reading methods to digital reading methods. Fragmented reading and superficial reading have become mainstream, and new reading habits and lower interest in reading have led to poor reading quality. This may have an adverse effect on the development of our individual and even the overall quality of the entire society. This article uses the method of website data survey and selects the contents of the Capital Library and Douban Reading 2019 annual list, Dangdang bestselling list and WeChat reading popular book list as the research objects. Compare and analyze the similarity, book type, type ratio, book theme, book introduction and other contents of the books in the list. And use SPSS to conduct a correlation study on some of the screened data to further determine whether there is a significant difference in the reading preferences of online and offline readers. The research results show that there is a big difference between the books selected in the Capital Library and Douban Reading Annual List, Dangdang.com Bestselling List and WeChat Reading Top List. The difference manifests that there is a time difference between online and offline book updates; online and offline readers have a great difference in reading popular books and book types; online and offline readers have different needs.

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