基于计划行为理论的高校图书馆网络直播红色文化阅读服务研究  

Research on Red Culture Webcast Reading Services in University Libraries Based on Planned Behavior Theory

作　　者：杨茜[1] Yang Qian

机构地区：[1]长安大学图书馆,陕西西安710061

出　　处：《图书馆工作与研究》2024年第9期105-112,共8页Library Work and Study

摘　　要：文章阐述计划行为理论对高校图书馆网络直播红色文化阅读服务的指导作用,构建包含识别需求态度、激发主观意愿和交互行为控制3个环节的高校图书馆网络直播红色文化阅读服务逻辑,并提出高校图书馆网络直播红色文化阅读服务路径,即以“需求态度”为基,建立用户画像强化用户深层感知;以“主观意愿”为杆,内外协同共建激发用户阅读内生动力;以“行为控制”为擎,技术赋能加速用户长效交互行为转化。This article elaborates on the guiding role of the Planned Behavior Theory in the red culture webcast reading services of university libraries,constructs a logic of university library red culture webcast reading services based on identifying demand attitudes,stimulating subjective intentions and controlling interactive behaviors.It also proposes strategies of red culture webcast reading services of university libraries:on the basis of"demand attitude",establish user profiles to enhance deep user perception;using"subjective intention"as a lever,internal and external collaboration construction to motivate the endogenous reading motivation of users;taking"behavior control"as the driving force,technology empowers and accelerates the transformation of user's long-term interactive behavior.

关 键 词：高校图书馆 计划行为理论 网络直播 红色文化 阅读服务 阅读推广 

分 类 号：G258.6[文化科学—图书馆学] G252.1