关键词: 数字阅读推广活动, 读者激励机制, 激励因素

Abstract: This paper analyzed the necessity of incentive mechanism to readers in digital reading promotion mode, and explored the basic mind and methods of reader's incentive mechanism, including determining the target readership, properly promoting them then and enabling the target readership to join these activities continually, and then expounded the important factors of incentive mechanism including extrinsic reward, embodiment of reader's self-efficacy and the cultivation of belongingness.

Key words: digital reading promotion activity