基于TAM模型的公共图书馆短视频阅读推广策略研究

Research on the Strategy of Short Video Reading Promotion in Public Libraries Based on TAM Model

以诠释用户消费认知态度、兴趣偏好、接受行为的TAM模型为理论基础,在分析将TAM模型引入公共图书馆短视频阅读推广实践可行性的基础上,构建契合用户阅读需求与阅读行为的公共图书馆短视频阅读推广创新思路,提出"以认知态度"为引,深度挖掘用户需求并据此强化读者感知;以"兴趣偏好"为轴,培养读者持续的阅读热情与阅读习惯;以"接受行为"为本,推动读者阅读关注转化为互动阅读实践等公共图书馆短视频阅读推广实践策略。

The paper uses TAM model which interprets users’ consumption cognitive attitude, interest preference and acceptance behavior as the theoretical foundation, based on the analysis of of the feasibility TAM model introduced into public library short video reading promotion practice, it constructs innovative ideas of public library short video reading promotion which fit users’ reading requirements and reading behavior, and proposes the practice strategy of public library short video reading promotion, that is guided by cognitive attitude, deeply mining user needs and strengthening reader perception;with axis of interest preference, cultivating users’ sustainable reading enthusiasm and habit;based on acceptance behavior, promoting the transformation from users’ reading attention into interactive reading practice.