Research On Influencing Factors Of Knowledge Sharing Among Mobile Reading Users In University Libraries

With the rapid development of mobile Internet in China,micro media,represented by "three microends",emerge as the times require.Micromedia has a powerful function and attracts a large number of users by virtue of its characteristics of interaction and immediacy,mass and sharing,multimedia and hypertext,personalization and communitalization.The continuous development of mobile reading based on micro media has gradually changed people's reading habits.The 14 th national reading survey released by the China Institute of Press and publication shows that the national digital reading rate in China has been increasing for eight consecutive years,while the reading volume of traditional paper media has continued to decline.The main reason for this change is the popularity of mobile reading.Mobile reading based on micro media attracts a large number of users with its new features,and improves the reading rate of people as a whole.At present,many libraries have opened WeChat,Weibo official platform,or developed their own mobile library app,libraries use these micro-media platforms,launched a large number of mobile reading services.With the help of the functional characteristics of the micromedia platform,the library mobile reading platform has been transformed into a knowledge-based virtual community,and users can interact and share knowledge through the library mobile reading platform.Because the knowledge sharing plays an important role in the development of the knowledge of the virtual community,this paper studies the micro media mobile reading users as the starting point of University Library micro media based on mobile reading platform user knowledge sharing behavior affecting factors and mechanism were analyzed.This paper takes the mobile reading platform of Jilin University library as the research object,taking the social capital theory,the personal motivation theory and the media environment theory as the research object,unifies the Jilin University micro-media mobile reading platform present situation,Thispaper abstracts five influencing factors of user's knowledge sharing behavior in the mobile reading platform of Jilin University: social interaction,reciprocity,reputation,altruism,demand satisfaction,and classifies knowledge sharing behavior into knowledge sharing quality and knowledge sharing quantity.The hypothesis is that social interaction,reciprocity,reputation,altruism and demand satisfaction have positive effects on the quantity and quality of knowledge sharing.Based on the data collected by questionnaire and structural equation model,the hypothesis of social interaction,reputation,altruism,demand,reciprocity on quantity and quality of knowledge sharing has not been verified.Finally,according to the research results,the author puts forward the corresponding suggestions for the construction of the mobile reading platform of Jilin University library,and provides reference and suggestions for the future research on library knowledge sharing.