基于UTAUT-ELM组合模型的高校图书馆微视频大学生观看意愿研究

College Students’ Viewing Intention of Micro Videos in University Library Based on UTAUT-ELM Combined Model

[目的/意义]分析大学生对高校图书馆微视频观看意愿的影响因素,为推进中国高校图书馆微视频服务提供参考。[方法/过程]在整合型技术接受模型和精细加工可能性模型的基础上,结合感知娱乐性和八阶马斯洛需求层次理论,建立理论模型,提出研究假设。通过设计调查问卷对FULink 9所成员高校大学生进行调研,对调查数据和模型进行分析与验证。[结果/结论]知识期望、享乐期望、审美期望、社交期望、社会影响和努力期望均正向影响大学生对高校图书馆微视频的观看意愿,中枢路径和边缘路径对观看意愿的影响力相近,继而针对高校图书馆提升微视频内容制作水平和宣传力度提出改进建议。

[Purpose/significance] The paper analyzes the influencing factors of college students’ willingness to watch micro video in university libraries,and provides references for promoting micro video services in Chinese university libraries. [Method/process] Based on the integrated technology acceptance model and the fine processing possibility model,and combined with the perception entertainment theory and the eighth-order Maslow hierarchy of needs theory,the paper establishes a theoretical model and proposes research hypothesis. A questionnaire is designed to investigate the undergraduates of nine FULink member universities,and the survey data and models are analyzed and verified. [Result/conclusion] The knowledge expectation,hedonic expectation,aesthetic expectation,social expectation,social influence and effort expectation all positively affect college students’ viewing intention of micro videos in university library,and the central path and edge path have similar influence on viewing intention. Then,suggestions are put forward for university libraries to improve the production level of micro video content and publicity.