[目的/意义] 大学生志愿者参与阅读推广服务已成为扩展推广人力资源、提升推广活动绩效的重要途径。[方法/过程] 通过探索性因子分析与验证性因子分析，研究大学生志愿者参与阅读推广服务的内在动机及其与参与服务行为、参与满意度之间的关联关系。[结果/结论] 大学生志愿者参与阅读推广服务的动机包括"自我发展""质量控制""社会认同""社会遵从""社会交往"5个因素。5个动机因素对参与行为与满意度的作用各不相同。"质量控制""社会认同""社会遵从""社会交往"4个因素对志愿者参与阅读推广服务的行为起到正向积极影响，"自我发展""质量控制""社会认同"3个因素则与志愿者参与阅读服务的满意度形成了正向关联。
[Purpose/significance] The participation of college student volunteers in reading promotion service has become an important way to expand the organization's human resources and promote the impact of promotion. [Method/process] Through exploratory factor analysis and confirmatory factor analysis, this study analyzed the motivation of college student volunteers to participate in reading promotion services and their relationship with participation in service behaviors and participation satisfaction. [Result/conclusion] The research showed that the motivation of college students volunteer to participate in reading promotion service included"self-development", "quality control", "social identity", "social compliance" and "social interaction" five factors. The four factors of "quality control", "social identity", "social compliance" and "social interaction" positively affected the participation of volunteers. "Self-development", "quality control" and "social identity" the three factors formed a positive correlation with volunteer participation in reading service satisfaction.
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