Study On The Influencing Factors Of The Continuous Usage Intention Of Wechat Public Platform Of University Libraries Of Anhui Province

In recent years,with the rapid development of Wechat public platform,a large number of media platform,enterprises and individuals have set up their own Wechat public to attract users'attention and enhance their influence.University libraries are one of them.If the University Library Wechat public platform wants to develop in the long run,the users'sustainable usage is the most important.Only the continuous usage of Wechat public platform by users in university libraries can improve the overall servi'ce level and efficiency of Wechat public platform in University libraries.In this context,it is worth studying how strong users Continuous Usage Intention to the Wechat public platform in university libraries is and what factors affect this Continuous Usage Intention.This study combines quantitative and qualitative methods to conduct research,integrates the relevant theories of this study through literature analysis,and elaborates the summary of related research at home and abroad.On the basis of analyzing the influencing factors of the willingness of the users of Weixin public platform in University libraries,this study takes the EECM-ISC as the basic model and import three factors,information quality,system quality and service quality from the success model of information system(D&M)and two factors,social influence and user innovation in UTAUT2 model are imported.A model of influencing factors of users' Continuous Usage Intention to the Wechat public platform in in University Libraries of Anhui Province is constructed.The research hypothesis is put forward,the items of measurement are determined and the Wechat public platform in University Libraries of Anhui Province is given.An empirical study was conducted on the Continuous Usage Intention.In the process of empirical research,the data of this study came from 425 valid questionnaires from 10 universities in Anhui Province,which were distributed and recovered online and offline.Then the data were analyzed by SPSS and AMOS.The hypothesis was verified by descriptive analysis,reliability analysis,exploratory factor analysis,confirmatory factor analysis,discriminatory validity and structural equation model.Finally,the hypothesis was validated by descriptive analysis,reliability analysis,exploratory factor analysis,and structural equation model.It is concluded that self-efficacy,satisfaction,perceived usefulness,social impact and perceived entertainment have a significant positive impact on the willingness to continue using of micro-credit users in University Libraries of Anhui Province.User innovation has no significant positive impact on the willingness to continue using of micro-credit users in University Libraries of Anhui Province.User satisfaction as an intermediary variable is significantly positively affected by expectation validation;perceived usefulness as an intermediary variable is significantly positively affected by expectation validation and information quality;perceived entertainment as an intermediary variable is significantly positively affected by expectation validation and information quality;expectation validation as an intermediary variable is significantly positively affected by service quality,but not by expectation validation.Significant positive impact of platform quality.Subsequently,this chooses the libraries of University of Science and Technology of China,Hefei University of Technology and Anhui University of Technology as examples from the 10 libraries of universities in Anhui Province.Through linear regression in SPSS,this study analyses the influencing factors of the users'willingness to continue using the Wechat public numbers in these three libraries,and according to the results of the analysis,the books of these three universities are analyzed.Suggestions are made on the development of the Weixin public platform of the three universities.Finally,from the perspective of the long-term development of the WeChat public platform of anhui university library,this paper puts forward five Suggestions on the basis of the research results,which are to enhance the self-efficacy of users,improve the overall service level,enhance the academic nature of push information,improve the communication effect of users,and improve the degree of entertainment of push information...