微信公众号感知价值与行为意愿的关系研究——以四川大学图书馆为例

Chen Ke
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引用次数: 2

摘要

微信公众号是高校图书馆与读者沟通的重要纽带。本研究引入感知价值理论,以四川大学图书馆微信公众号为研究对象。通过发放问卷,采用SPSS21.0和AMOS21.0,构建结构方程模型,分析感知价值对微信公众号持续使用的影响。结果表明,感知价值对读者继续使用微信公众号的意愿和读者满意度都有显著的正向影响,而读者满意度又会促使读者继续使用微信公众号。基于这些发现,本文提出三点建议,即提供优质内容吸引读者、优化服务功能增加读者粘性、重视用户隐私。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A Study on the Relationship between Perceived Value and Behavioral Intention of Wechat Official Account: Library of Sichuan University as an Example
WeChat official account is an important link between university libraries and readers. This study introduces the theory of perceived value and takes the WeChat official account of the library of Sichuan University as the research object. Questionnaires are distributed, SPSS21.0 and AMOS21.0 employed and a structural equation model constructed to analyze the impact of perceived value on the continuous use of WeChat official account. As the result shows, perceived value has a significant positive impact both on readers' intention to continue using WeChat official account and on reader satisfaction, which in return will prompt them to continue to use it. Based on these findings, this paper puts forward three suggestions, namely, providing high-quality content to attract readers, optimizing service functions and increasing reader stickiness, and paying attention to user privacy.
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