高校校园书店用户感知价值对满意度和行为意向的影响研究  

A Study on the Influence of User Perceived Value on Satisfaction and Behavioral Intention of University Campus Bookstores

作　　者：吴雨静[1] 陈辉[1] 邹聪[1] 赵烨[1] Wu Yujing;Chen Hui;Zou Cong;Zhao Ye(Anhui Medical University Library,Hefei Anhui 230032)

机构地区：[1]安徽医科大学图书馆,安徽合肥230032

出　　处：《情报探索》2024年第4期75-81,共7页Information Research

基　　金：安徽高校人文社会科学研究重点项目“媒体融合背景下安徽省高校‘校园智慧书店’创新发展路径研究”(项目编号:SK2020A0151)成果之一。

摘　　要：[目的/意义]从用户感知价值出发对校园书店用户满意度和行为意向进行实证研究,可以更好地了解校园书店的用户特征,推动校园书店发展建设。[方法/过程]基于感知价值理论,采用问卷调查和结构方程模型构建了影响高校校园书店用户满意度和行为意向的影响因素模型。[结果/结论]感知成本对校园书店用户的满意度和行为意向均起着关键作用,情感价值和社会价值也影响着用户满意度。校园书店用户满意度正向影响行为意向,同时在感知价值和行为意向间具有中介效应。因此从提升校园书店的核心竞争力、注重校园书店的用户体验、丰富校园书店产品和服务供给、充分发挥校园书店的阅读属性和价值等方面提出校园书店的可持续发展路径。[Purpose/significance]An empirical study on user satisfaction and behavioral intention of campus bookstores from the perspective of user perceived value can better understand the user characteristics of campus bookstores and promote the development and construction of campus bookstores.[Method/process]Based on the theory of perceived value,this paper constructs a model of influencing factors affecting user satisfaction and behavioral intention of college campus bookstores by means of questionnaire survey and structural equation model.[Result/conclusion]Perceived cost plays a key role in the satisfaction and behavioural intention of campus bookstores users,and emotional value and social value also influence user satisfaction.Users satisfaction of campus bookstore positively affects behavioral intention,and has a mediating effect between perceived value and behavioral intention.Therefore,the sustainable development path of campus bookstores is proposed from the aspects of improving the core competitiveness of campus bookstores,focusing on the user experience of campus bookstores,enriching the supply of campus bookstore products and services,and giving full play to the reading attributes and values of campus bookstores.

关 键 词：校园书店 感知价值 满意度 行为意向 

分 类 号：G252[文化科学—图书馆学]