Research On The Interaction Between Information Pushing Service And Users Of WeChat Public Platform In University Library

The rapid development of mobile Internet information technology provides a mature,extensive and convenient technical support environment for the operation of new media platforms,which has largely changed the way people communicate and communicate.WeChat has become one of the most popular new social media with its advantages of convenience,instant,and sharing.It also provides a new channel for university library innovation services.At present,many domestic university libraries have successively developed and built the WeChat public account to provide readers with information push,reader self-help,mobile resources and other services to better meet the diverse needs of users.Among them,information push service has become one of the important innovative service modes for university libraries to spread information,share knowledge and communicate with teachers and students.However,the problems of involuntary user participation and low service efficiency have hindered the sustainable and healthy development of information push services to a certain extent.Therefore,exploring the key factors affecting the interaction between information push services and users has important theoretical and practical significance for promoting users' active participation in interaction,improving the effectiveness of push services,and thus enhancing the influence of the public number.The interactive ritual theory proposed by Randall Collins provides theoretical enlightenment and reference for exploring the interaction mechanism between the information push service and users of the WeChat public account of university libraries.In order to explore the influencing factors of information push service and user interaction,the work done in this paper is as follows:First,from the research perspective of interactive ritual theory,this paper expounds and analyzes the components,formation process and ritual results of the interaction ritual between the WeChat public information push service and users in the university library,and put forward the theoretical conceptual framework of the information push service and user interaction ceremony of the WeChat public account of the university library;Second,according to the information push service and the user's two facets,the information push frequency,information push time,title appeal,information push quantity,information subject and user comment like,feedback like,author feedback and comment emotional tendency Indicators as influencing factors,and constructing a multiplication model to build aninteraction index through three indicators: average reading number,average point number,and average number of comments,based on these,hypotheses are proposed to construct a model of interaction effect influencing factors;Thirdly,taking the domestic first-class construction of university library WeChat public subscription number information push service as the research object,Collecting research sample data through web crawlers,quantitative operation definition and data conversion processing for each influencing factor,furthermore,correlation analysis,multi-collinearity test,principal component analysis and regression analysis were performed using SPSS software,the theoretical model was revised.In addition,the sentiment analysis method is used to identify and judge the emotional tendency of the user comment text in the tweet message area,LDA topic analysis for two types of sentiment orientations to explore potential topics for user review text content,in order to understand user focus and user needs,provide a basis for improving the quality of information push services and improving performance.Firstly,The research shows that the nine independent variables such as information push frequency and information push time are significantly positively correlated with the interaction effect;Secondly,in order to eliminate the multiple collinearity problems of the three groups of variables namely information push frequency,information push time,title appeal,information push quantity and information subject,comment likes and feedbacks,the authors feedback and the commentary sentiment tendency,three principal component variables of service quality,social identity and comment feedback are extracted through the principal component analysis,these three variables have a significant positive impact on the interaction effect;Thirdly,the number of comment texts in the tweet message area that belong to positive sentiment tends to be more.The review topic covers positive expressions of tweet content and interaction with tweets;There are fewer comments on negative emotional sentiments,most of the comment themes are not specific to the information push service performance itself,but the user regards the tweet message area as the "window" of the feedback question to express questions and dissatisfaction with offline library services.Finally,based on the research results,this paper proposes corresponding strategies and suggestions for improving the effect of information push service and user interaction and improving the efficiency of push service.