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【目的】分析沟通行为通过作者满意度影响作者忠诚度的实现机理,为提升科技期刊作者满意度和忠诚度提供对策建议。【方法】基于沟通行为理论构建科技期刊编辑与作者之间的沟通行为影响作者忠诚度的结构方程模型,对《中国细胞生物学学报》的作者群体进行问卷调查,通过网络问卷的方式采集数据,并运用AMOS17.0和SPSS16.0进行检验。【结果】沟通渠道和沟通氛围虽然不能直接提升作者忠诚度,但可以通过改善作者满意度间接提升作者忠诚度;沟通效率不仅直接提升作者忠诚度,而且通过作者满意度间接提升作者忠诚度。沟通行为的三个维度具有内在逻辑联系,沟通渠道有助于改善沟通氛围,提升沟通效率。【结论】科技期刊应努力与作者群体建立多样化的沟通渠道,不断改善科技期刊编辑与作者之间的沟通氛围,通过改善作者满意度来提升作者忠诚度。
【Objective】 To analyze the mechanism of author’s loyalty through the author’s satisfaction, and to provide suggestions on how to improve the satisfaction and loyalty of authors of sci-tech periodicals. 【Method】 Based on the theory of communication behavior, the author constructs the structural communication model between authors and editors of sci-tech periodicals, and makes a questionnaire survey on the authors’ groups in China Journal of Cell Biology. Data are collected through online questionnaires. And use AMOS17.0 and SPSS16.0 for testing. [Results] Although the communication channels and the atmosphere of communication can not directly improve the authors’ loyalty, they can indirectly improve the author’s loyalty by improving the author’s satisfaction. The communication efficiency not only directly enhances the author’s loyalty, but also indirectly enhances the author’s loyalty through the author’s satisfaction. The three dimensions of communication are inherently logical and communication channels can help to improve communication and improve communication efficiency. 【Conclusion】 Sci-tech periodicals should strive to establish diversified channels of communication with author groups, continuously improve the communication atmosphere between editors and authors of sci-tech periodicals, and improve authors ’loyalty by improving authors’ satisfaction.