公共图书馆公众号的用户使用意愿影响因素分析

发布时间：2018-07-16 21:53

【摘要】：近年来随着网络的覆盖面逐渐加大和相关软件的相继开发,互联网平台也得到了快速发展,因此,人们的社交渠道也发生了革命般的转变,同时传统媒体也受到了前所未有的冲击,在产生的新一代社交工具中,易用、免费、快捷等特点,使微信成为了时下最受欢迎的移动应用软件。特别是微信公众平台的开发,为企业、媒体、个人等提供了一个崭新的平台。随着微信公众平台的日益增多,许多图书馆也开通了微信公众平台,且取得了很好的效果,学界开始关注微信公众号在图书馆管理中的应用,尤其是公共图书馆。所以我们要了解人们对公共图书馆公众号使用意愿影响因素,以此能够为公共图书馆公众号工作的部署提供参考,从而更好的开展服务。本文系统的梳理了国内外相关研究。在把国外在公众相关研究的丰富经验与我国的实际情况进行了整合,总结出了公共图书馆公众号的用户使用意愿影响因素的五个变量,设计了意愿测量问卷,采用社会科学统计软件对测量模型进行了验证。研究结果表明:绩效期望、努力期望、感知趣味性、社会影响、用户创新性均对用户使用公共图书馆公众号意愿有显著积极的影响。其中绩效期望对使用意愿的影响受到性别、教育背景两个调节变量的干扰,努力期望和用户创新性对使用意愿的影响受到教育背景的干扰,社会影响和感知趣味性对使用意愿的影响仅受到年龄的干扰。研究结果既验证支持了整合型科技接受模型,也扩展了该模型在公共图书馆公众号领域的应用。在模型研究和验证的基础上为公共图书馆在微信等数字信息服务领域提出一些建议,同时也提供了相关的案例作为借鉴和参考,为我国的图书馆管理发展带了新的发展起点和机遇。
[Abstract]:In recent years, with the increasing coverage of the network and the development of related software, the Internet platform has also been rapidly developed, therefore, people's social channels have also undergone a revolutionary transformation. At the same time, the traditional media has also been unprecedented impact, in the generation of new generation of social tools, easy to use, free, fast and other features, WeChat has become the most popular mobile applications. In particular, the development of WeChat public platform provides a new platform for enterprises, media, individuals and so on. With the increasing of the WeChat public platform, many libraries have opened the WeChat public platform, and achieved good results. Scholars began to pay attention to the application of WeChat public number in library management, especially the public library. Therefore, we should understand the influence factors of people's willingness to use the public number of public libraries, so as to provide a reference for the deployment of the public number of public libraries, so as to better carry out the service. This paper systematically combs the related research at home and abroad. This paper integrates the rich experience of foreign research in the public with the actual situation in our country, summarizes the five variables that influence the users' willingness to use the public number of public libraries, and designs a questionnaire to measure the willingness of the users. The measurement model is verified by social science statistical software. The results show that: performance expectation, effort expectation, perceived interest, social impact, and user innovation all have significant positive effects on the public number willingness of users to use public libraries. Among them, the impact of performance expectation on the willingness to use was interfered by gender, educational background, and the influence of effort expectation and user innovation on the intention to use was interfered with by the educational background. The influence of social influence and perceived interest on the intention to use is only disturbed by age. The results not only support the integrated science and technology acceptance model, but also extend the application of the model in the field of public number of public libraries. On the basis of model research and verification, some suggestions are put forward for public libraries in the field of digital information service, such as WeChat, and some relevant cases are also provided as reference and reference. It brings a new starting point and opportunity for the development of library management in China.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G250.7;G258.2

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