基于多视角的个性化服务对高校图书馆微信平台用户持续使用意愿的实证研究  

An Empirical Study on the Continuous Use Intention of Wechat Platform Users Based on Multi-Perspective Personalized Service

作　　者：李广军[1] 曹琦佳 Li Guangjun;Cao Qijia

机构地区：[1]吉林大学图书馆

出　　处：《图书馆学研究》2020年第22期82-91,73,共11页Research on Library Science

基　　金：吉林省文化厅科研课题“基于用户心流体验的高校图书馆阅读推广微信公众平台建设的应用研究”(项目编号:WK2018C138)的研究成果之一。

摘　　要：通过实证研究,聚焦微信平台个性化服务,旨在强化服务质量,提升图书馆微信公众平台的竞争力。提出了个性化服务、心流体验、感知有用性以及持续使用意愿之间关系的研究假设,基于S-O-R理论模型构建了高校图书馆微信平台用户持续使用意愿模型,从平台视角(个性化服务)和用户视角(情感体验)探讨持续使用意愿的影响机制,设计量表并通过用户调研验证其可靠性,运用结构方程对新模型进行检验。数据结果显示,个性化服务对用户持续使用意愿具有正向影响,个性化服务对感知有用性和心流体验具有正向影响,感知有用性和心流体验对持续使用意愿有间接影响。最后分析结论提出相应的对策和建议,为高校图书馆微信平台服务的相关研究提供新视角。Through empirical research,this paper focuses on the personalized service of WeChat platform,aiming at strengthening the service quality and enhancing the competitiveness of WeChat public library.The paper puts forward the research hypothesis of the relationships among personalized service,flow experience,perceived usefulness,and the users’ intention to continue using,and based on the theory of S-O-R model constructs a model of the users’ intention to continue using university library WeChat platform.And it discusses the influence mechanism of the sustainable willingness of using the platform from the perspective of platform(personalized service)and the users’ point of views(emotional experiences),designs the scale and verifies its reliability through the user experience,and uses the structural equation model to test the new model.Data results show that personalized service has a positive impact on users’ willingness to continue using.Personalized service has a positive influence on perceived usefulness and flow experience,while perceived usefulness and flow experience have an indirect influence on the users’ intention of continuous use.Finally,according to the analysis conclusion,the corresponding countermeasures and suggestions are proposed to provide a new perspective for the future research on WeChat platform service of university library.

关 键 词：S-O-R模型 微信平台 个性化服务 感知有用性 心流体验 持续使用意愿 

分 类 号：G250.7[文化科学—图书馆学] G258.6