基于TPB模型的公共图书馆红色短视频阅读服务策略

Strategies of Public Library Red Short Video Reading Service Based on TPB Model

文章以TPB模型的心理认知、主观意愿、决策行为三类构成要素为依据,分析论证了应用TPB模型创新公共图书馆红色短视频阅读服务的现实价值,提出公共图书馆红色短视频阅读服务创新策略,即设计匹配用户需求的个性化服务方案,激发用户心理认知;打造具有核心竞争力的内容与品牌,提振用户主观意愿;培养用户常态化参与行为习惯,塑造用户决策行为。

The article takes the three components of the TPB model:psychological cognition,subjective will,and decision-making behavior as a basis,analyses and demonstrates the practical value of the TPB model in innovating public library red short video reading services,it proposes innovative strategies for public library red short video reading services:Design personalized service solutions that match user needs to stimulate user psychological awareness;Create content and brands with core competitiveness to boost users subjective willingness;Cultivate normalized participation behavior habits of user to shape user decision-making behavior.