基于用户采纳意愿的图书馆微信公众平台关键因素研究

Users' Adoption Intention-based Study on Key Factors of WeChat Public Platform in Library

[目的/意义]旨在提高图书馆微信公众平台服务水平。[方法/过程]基于国内外采纳行为与意愿理论模型,以广州图书馆微信公众平台用户为研究对象,分析采纳意愿与微信公众平台的服务特性、用户特征、声誉形象等因素之间的关系,构建图书馆微信公众平台线性结构关系模型。[结果/结论]研究发现,信任和服务特性对采纳意愿具有显著的正向影响;用户特征与声誉形象对采纳意愿无直接影响。最后,提出发掘用户需求,发展个性化和精准服务;消除用户对环境的不安全感;完善管理制度等对策建议。

[Purpose/significance]The paper is to raise service level of WeChat public platform in library. [Method/process]The paper bases on the theory model of adoption behavior and intention, takes WeChat public platform of Guangzhou library as research object, analyzes the relationship between users’ adoption intention and the factors of WeChat public platform such as service quality, user characteristics, and reputation images. Also, it builds a linear structural relation model of library WeChat public platform. [Result/ conclusion]The research shows that trust and service quality have positive impacts on adoption intention, user characteristics and rep-utation images have no directly influence on adoption intention. At last, it puts forwards some suggestions including： exploring user de-mand; developing personalized and punctual service; taking away the user’s insecurity about the environment, and consummating the management systems.