基于TPB模型的公共图书馆少儿数字阅读推广策略研究

Research on Childrens Digital Reading Promotion Strategy in Public Libraries Based on TPB Model

以阐释用户个体消费行为主观准则、认知态度与行为路径的TPB模型为理论基础,通过分析TPB模型应用于公共图书馆少儿数字阅读推广的可行性,构建了公共图书馆少儿数字阅读推广理论框架,并提出辨识需求痛点、关注用户体验,激发阅读兴趣、端正阅读态度,塑造精读行为、实现共读共享等公共图书馆少儿数字阅读推广实践路径。

Taking TPB model as the theoretical basis,which interprets users'subjective norms of individual consumer behavior,cognitive attitude and behavioral path,through analyzing the feasibility of TPB model used for childrens digital reading promotion in public libraries,the paper builds a theory framework of childrens digital reading promotion in public libraries,and puts forward some practice strategies,involving identifying demand pain point,stimulating reading initiative,correcting reading attitude,shaping intensive reading behaviour,realizing shared reading and so on.