感知价值对乡村公共数字文化服务满意度和忠诚度的差异化影响研究

A Study of the Differential Influence of Perceived Value on the Satisfaction and Loyalty of Rural Public Digital Cultural Services

关注用户感知价值等主观因素,可更好地阐述用户满意度和用户忠诚度,提高乡村公共数字文化服务效能。文章以感知价值为视角,采用半结构化访谈和扎根理论的方法,揭示乡村公共数字文化服务用户满意度和忠诚度的影响因素,构建包括用户归因、服务归因、环境归因的乡村用户满意度和忠诚度模型,并结合社会认知理论,从用户、服务、环境三个方面入手,提出三元优化策略,即:增强用户参与、提升忠诚使用意向是核心,深化多源多维服务、激发忠诚行为是基础,营造社会环境、形成忠诚氛围是保障。

Paying attention to the subjective factors such as user perceived value can better explain user satisfaction and user loyalty and improve the service efficiency of rural public digital cultural services.From the perspective of perceived value,this paper uses semi-structured interview and grounded theory method to refine the influencing factors of user satisfaction and loyalty of rural public digital cultural services and construct a model of rural user satisfaction and loyalty,including user attribution,service attribution and environment attribution.Combined with social cognition theory,from the three aspects of users,service and environment,the paper puts forward a three-way interactive optimization strategy:enhancing user participation,and improving loyalty intention are the core,deepening multi-source and multi-dimensional services,and stimulating loyalty behavior are the foundation,creating a social environment,and forming a loyalty atmosphere are the guarantee.