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论文编号：	8892
作者编号：	2120142987
上传时间：	2016/12/9 16:55:19
中文题目：	基于用户接受模型的高校图书馆微信公众号服务模式研究
英文题目：	Academic Library Service Strategies on WeChat Official Account: A User Acceptance Model Perspective
指导老师：	王知津
中文关键字：	微信公众号；高校图书馆；服务接受模型；信息服务与用户；图书馆移动服务
英文关键字：	WeChat Official Account; Academic Library; Service Acceptance Model; Information Service and Users; Mobile Library Service
中文摘要：	全新的泛在信息环境改变了高校的信息生态，大学师生对智能设备和移动服务的依赖性增强，促使高校图书馆服务模式发生深刻变化，向泛在化、移动化方向变革与转型。微信公众号基于用户量大、活跃度高的即时聊天应用微信而得以开发，并提供了消息推送与功能菜单，具有其他移动平台和应用不具备的优势，成为当下高校图书馆最热门、广为实践的移动服务平台。伴随着微信服务实践的快速发展，图书馆微信公众号研究也方兴未艾。然而，作为一个新兴研究领域，有关研究存在系统性不足、理论基础薄弱、视角不够清晰、实证研究较少的问题。 本研究立足于泛在信息环境的现实背景和微信公众号的服务特点，结合信息用户与服务、扎根理论、技术接受模型等相关理论，采用质性研究和量化研究方法，从用户接受与采纳高校图书馆微信公众号的因素出发，“自底向上”地建立了包括绩效期望（PE）、交互期望（IE）、安全期望（SE）、愉悦期望（PL）、努力期望（EE）、外部期望（EX）6个维度、12项因素的高校图书馆微信公众号用户接受模型，并纳入3项控制变量。研究对理论模型的各个维度开展概念操作化与变量设计，采用经过预测试修订的调查问卷搜集数据，并通过数据清洗过程保证数据的可靠性。描述性统计分析和信效度检验的结果显示，本次调查抽样比较合理且代表性良好，获得的数据具有较高的内部一致性和有效性。用户的关注途径主要源于图书馆宣传推广引起的自愿关注；用户的内容需求主要包括与图书馆核心业务联系较为紧密的图书资料推荐、通知公告、图书馆活动信息、数据库推荐或试用等；用户的内容形式需求主要是阅读效率较高、节省流量的文字和静态图片；用户的功能需求较为丰富多样但体现出图书馆业务特色，对与图书流通有关的“我的图书馆”和馆藏书刊检索的需求最多，对座位预约和学术搜索的需求次之。相关分析表明，各维度与用户的接受意愿均呈现出高度一致的变化关系，但性别未表现出显著性。回归拟合结果证实，对用户接纳高校图书馆微信公众号的作用非常显著（p<0.001）的因素有功能期望（FE）、使用便利性（UC），比较显著（p<0.01）的因素有内容期望（CE）、形式趣味（PF），一般显著（p<0.05）的因素有互动沟通（IC）、感知信任（PT）、活动趣味（PA）、群体趋同（BE）。基于量化研究的用户接受模型分析结果，结合质性研究的用户访谈资料、调查研究的描述统计结果，研究从六个维度提出了构建高校图书馆微信公众号服务模式的具体策略。 本研究的贡献包括：第一，运用质性研究方法和扎根理论，提出用户接受高校图书馆微信公众号服务的本土化理论模型，改变了直接采用或改良使用国外技术接受模型的现状；第二，面向现实用户开展问卷调查，分析高校用户的图书馆微信公众号关注行为与需求情况，从信息用户与服务角度拓展了图书馆微信服务的研究视角，为基于用户研究的微信服务模式建设提供支持；第三，运用量化研究方法和统计分析软件，选择合理测度指标进行概念操作化，验证并改进了高校用户接受图书馆微信服务的理论模型，使最终模型的可靠性和适用性得以增强；第四，结合质性研究、描述统计、量化分析三个阶段得到的结果，立足微信公众号的运营实际，提出构建高校图书馆微信公众号服务模式的思路与策略，使研究对实践工作更具实用价值和参考意义。图17幅，表21个，参考文献225篇。
英文摘要：	The information ecology on campus has been changed in new ubiquitous environment. With the increased dependency of university teachers and students on mobile devices and services, academic libraries are in the service transformation process towards ubiquitous or mobile services. Wechat official account is an "app-within-an-app" platform derived from Wechat which is one of the world's most popular mobile messaging app. Wechat official account possesses greater advantages than other mobile platforms or applications in supporting libraries to interact with subscribers and provide them with services, so that it has become a highly popular mobile service platform for libraries. Considering the practicalities of ubiquitous information environment and the WeChat official account, this dissertation combined theories of users' information behavior, information needs and use, grounded theory, technology acceptance models and other related theories, focused on the perspective of user acceptance of academic library services on Wechat official account, and adopted qualitative and quantitative methods. A bottom-up approach was taken to develop a user acceptance model of Wechat official account of academic libraries with six constructs: performance expectancy (PE), interaction expectancy (IE), safety expectation (SE), playfulness expectancy (PL), effort expectancy (EE) and external expectancy (EX), which were expanded to twelve factors; three control variables were also included. The data were obtained through a web survey of university users of Wechat official account of academic libraries. According to descriptive statistics, it was found that the most effective way to attract subscribers was users' voluntary attention caused by marketing and promotion of Wechat official account by libraries; users' demands for content on Wechat official account were mainly related to library's core values (e.g., reading recommendation and library activities notification); users' demands for content format were primarily efficient-for-reading and data-saving forms (i.e., text and static image); users' demands for function were of diversity but reflected the academic library's unique service roles (e.g., "my library", library catalogue search, seat reservation and academic and scholar search). The results of correlation analysis revealed that every factor exhibited a significant positive correlation with users' behavior intention, except for the control variable gender. The results of regression analysis indicated that FE and UC had highly significant positive influences (p<0.001) on user acceptance of Wechat official account of academic libraries; CE and PF had modestly significant positive influences (p<0.01); IC, PT, PA and BE had slightly significant positive influences (p<0.05). Based on the revised user acceptance model validated by quantitative analysis, along with user interview data collected in qualitative research and descriptive statistics results of questionnaire survey, this dissertation proposed service strategies on WeChat official account for academic libraries in six dimensions. 17 figures. 21 tables. 225 references.
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