高校图书馆数字阅读直播推广有效性影响因素研究  

Research on the Influencing Factors of the Effectiveness of Digital Reading Live Promotion in University Library

作　　者：刘晓莉[1] 张雷 Liu Xiaoli;Zhang Lei

机构地区：[1]浙江工商大学图书馆,浙江杭州310018 [2]中国计量大学信息工程学院,浙江杭州310018

出　　处：《图书馆工作与研究》2021年第10期65-73,共9页Library Work and Study

基　　金：浙江省社科规划“高校思想政治工作研究”专项课题“全媒体时代高校危机事件网络舆情演化机理与应对机制研究--基于浙江省10所高校的实证分析”(课题编号:21GXSZ063YBM);浙江省软科学研究计划项目“数字创业生态系统赋能对新创企业绩效的影响机制与对策研究:网络、资源和机会视角”(项目编号:2021C35045)研究成果之一。

摘　　要：以技术接受模型(TAM)和刺激—机体—反应(SOR)模型为研究框架,将高校图书馆数字阅读直播推广特征(互动性、生动性和专业性)作为外界刺激,感知有用性和感知易用性作为内在感知,采纳意愿作为行为反应,建立高校图书馆数字阅读直播推广特征对用户采纳意愿的影响机理模型。通过问卷调研、结构方程模型分析发现,数字阅读直播推广互动性和专业性均显著正向影响用户感知有用性,其中专业性的影响更大;数字阅读直播推广互动性、生动性和专业性均显著正向影响用户感知易用性,其中专业性的影响最大;数字阅读直播推广互动性、生动性和专业性均显著正向影响用户采纳意愿,其中生动性的影响最大;感知有用性和感知易用性均显著正向影响用户采纳意愿,其中感知易用性的影响更大。由此明确了数字阅读直播推广有效性的影响因素,并据此提出高校图书馆提升数字阅读直播推广服务效能的建议。Using the technology acceptance model(TAM) and the stimulus-organism-response(SOR)model as the research framework, the digital reading live promotion characteristics(interactivity, vividness and professionalism) of university libraries as the external stimuli, perceived usefulness and perceived ease of use as internal perceptions, and willingness to adopt as a behavioral response, the paper establishes the mechanism model for the influence of digital reading live promotion features of university libraries on user’s willingness to adopt. Through questionnaire surveys and structural equation model analysis, it is found that the interactivity and professionalism of digital reading live broadcast promotion has a significant positive effect on user’s perceived usefulness, among which professionalism has a greatest impact;the interactivity, vividness and professionalism of digital reading live broadcast promotion has a significant positive effect on user’s perceived ease of use, of which professionalism has a greatest impact;the interactivity, vividness and professionalism of digital reading live broadcast promotion all has a significant positive effect on user’s willingness to adopt, of which vividness has a greatest impact;perceived usefulness and perceived ease of use has a significant positive effect on user’s willingness to adopt, and the perceived ease of use has a greater impact. Thus, it clarifies the influencing factors of the effectiveness of digital reading live broadcast promotion, and puts forward suggestions for improving the efficiency of digital reading live broadcast promotion services in university libraries.

关 键 词：高校图书馆 数字阅读推广 网络直播 采纳意愿 

分 类 号：G252.1[文化科学—图书馆学]