网红图书馆类型对用户参与行为的影响研究

Study on the Influence of Internet Celebrity Library Types on User Engagement Behavior

文章基于信息处理流畅性理论,通过实验探究网红图书馆类型与用户生成品牌内容诉求对用户参与行为的影响机制。研究发现,当温暖型网红图书馆与用户生成品牌内容情感性诉求相匹配时,用户线上参与行为更加积极;当能力型网红图书馆与用户生成品牌内容功能性诉求相匹配时,用户线下参与行为更加积极;自我表达需求在以上影响中发挥中介效应,自我建构在以上影响中发挥调节效应。基于此,提出图书馆利用网红现象提升影响力的策略,即挖掘自身优势资源,明确特色定位;建立在线数字平台,树立品牌形象;把握数字营销机遇,增强用户黏性;重视用户生成内容,鼓励用户参与。

Based on information processing fluency theory,this study experimentally explores the influence mechanism of Internet celebrity library type and user-generated branded content appeals on user engagement behavior.It is found that users'online engagement behavior is more active when the warmth type of Internet celebrity library matches with the emotional appeal of user-generated brand content,and users'offline engagement behavior is more active when the competence type of Internet celebrity library matches with the functional appeal of user-generated content.Self-expression needs plays a mediating effect in the above influences,and self-construction has a moderating effect in the above influences.Based on this,the article proposes strategies for libraries to enhance their influence through the Internet celebrity phenomenon,which is to tap into their own resource advantages and clarify their distinctive positioning;establish an online digital platform and establish a brand image;seize digital sales opportunities to strength user stickiness;value user generated content and encourage user participation.