高校图书馆红色阅读推广活动用户参与意愿的影响因素研究  

Research on the Influencing Factors of Users'Willingness to Participate in Red Reading Promotion Activities in University Libraries

作　　者：明均仁[1] 朱秋雨 叶诗怡 李好 常爱敏 Ming Junren;Zhu Qiuyu;Ye Shiyi;Li Hao;Chang Aimin

机构地区：[1]武汉工程大学管理学院

出　　处：《图书馆学研究》2024年第9期105-115,共11页Research on Library Science

基　　金：国家社科基金项目“基于图书馆嵌入式服务过程的馆员与用户协同信息行为研究”(项目编号:21BTQ044)的研究成果之一。

摘　　要：探究并揭示用户参与图书馆红色阅读推广活动的多元影响机制,对于有效推动高校红色基因传承赓续和阅读服务体系高质量发展具有重要意义。文章基于推拉锚定框架,构建高校图书馆红色阅读推广活动用户参与意愿的影响因素模型,采用结构方程模型(SEM)和模糊集定性比较分析(fsQCA)的混合设计方法,深层次分析用户参与红色阅读推广活动意愿的影响机理。结果显示:推力因素(参与态度)、拉力因素(推广激励)和锚定因素(社会影响)均对用户参与意愿产生显著正向影响;用户参与红色阅读推广活动是多条件协同作用的结果,存在4条组合路径。用户的心理诉求、媒体的宣传报道和活动参与的实际体验共同构成用户参与意愿的核心条件。高校图书馆可通过树立正确价值引导、搭建红色阅读环境、创新推广方式等路径实现图书馆红色阅读活动的广泛影响和用户的深入参与。Exploring and revealing the multiple influencing mechanisms of users'participation in library red reading promotion activities is of great significance for effectively promoting the inheritance of revolutionary legacy in universities and the high-quality development of reading service system.Based on the push-pull anchoring framework,this paper constructs a model of influencing factors of users'willingness to participate in red reading promotion activities in university libraries,and adopts the hybrid design method of structural equation model(SEM)and fuzzy set qualitative comparative analysis(fsQCA)to deeply analyze the influencing mechanism of users'willingness to participate in red reading promotion activities.The empirical results show that push factors(participation attitude),pull factors(promotion incentive)and anchoring factors(social influence)all have a significant positive impact on users'willingness to participate in.Users'participation in red reading promotion activities is the result of multi-conditional synergy,and there are four combination paths.Users'psychological demands,media publicity reports and actual experience of activity participation together constitute the core conditions for users'high willingness to participate in.University libraries can achieve extensive influence of red reading activities and in-depth participation of users by establishing correct value guidance,building red reading environment and innovating promotion methods.

关 键 词：高校图书馆 阅读推广 用户参与意愿 

分 类 号：G258.6[文化科学—图书馆学] G252.17