一本書為何會暢銷?到底是何種歷程催眠著讀者進入閱讀愉悅且著迷的情境中。本研究擬以心流理論為主軸，應用現象學派之閱讀理論，建構出一套「閱讀沉迷行為模式」。以南部大學生為觀察樣本，驗證讀者在小說文本的閱讀活動中，如何與文本世界互動蘊生內部深刻情感，且不自覺地牽動意識進入沉迷階段。研究結果支持「閱讀沉迷行為模式」之建構。閱讀沉迷行為是一種以心流經驗為中介的輸入與輸出的轉換過程。讀者進入心流經驗的前提為個人的文化資本存量，它控制著對閱讀活動的挑戰層次，與文本互動回饋的能力，再透過意識與文本融合的經驗過程中，樂趣成為心流經驗所輸出的酬賞，而此樂趣酬賞又將成為沉迷者重複閱讀的動力根源。依此研究結果，本文並對出版業界提出行銷策略之建議。 Why can a book be on top bestseller list? What reading procedure hypnotizes can a reader to get indulged in a pleasurable and fascinated phenomenon? The present study, based on the flow theory, sets out to apply phenomenology to construct a “Fiction Reading Fandom Model.” Sampling students from colleges in southern Taiwan, the purpose of this study is to investigate how a reader interacts in the world of a text, stems one’s deep feeling and emotion, and further, falls into the stage of fandom. The results support “Fiction Reading Fandom Model”. The model is a procedure of transmission from input to output which is based on flow experience as a mediator. Individual’s cultural capital stocks are a preliminary stage before entering flow experience which controls challenges of reading activities and the feedback of capability interacting with text. Fandom is motivation of reading which comes from enjoyment of flow experience. The results of this study can serve as a useful reference for publishers to develop marketing strategies as well as their editing work.
