Reader Innovation Behaviour of Chinese Internet Literature

Abstract

In the era of Internet +, more and more traditional industries have been transformed and fully integrated with the Internet. In China, the field of literature creation has gradually derived a new way of creation under the trend of the Internet, which is called internet literature creation. This article clarifies reader innovative behaviour of internet literature by studying the relationship among the quality of internet literature interactive channel, reader innovation intention, reader innovation capability and reader innovation behaviour. The article investigates internet literature readers by randomly filling out online questionnaires. The survey collected 204 valid questionnaires and used SPSS software to perform regression analysis. Through analysis, it is found that the quality of internet literature interactive channel does not directly related to the innovative behaviour of internet literature readers. However, it has a positively significant impact on the innovation intention and innovation capability of internet literature readers. The higher quality of the internet literature interactive channel, the more comprehensive the content provided by enterprises, and the reader innovation intention and innovation capability will be significantly improved. Reader innovation intention and innovation capability have a positively significant relationship with reader innovative behaviour. Thus, Reader innovation intention and innovation capability play the role of intermediary variables in the quality of internet literature interactive channel and the innovative behaviour of internet literature readers. The research results play an intuitive guiding role in the operations management of internet literature enterprises. If enterprises want to achieve sustainable development and encourage reader innovative behaviour, they must provide readers with high-quality interactive channels.