| In recent years,libraries have opened accounts on new media platforms such as We Chat,Weibo,Douyin,Zhihu,and Himalaya.The library realizes the transformation of information service through new media technology and enhances the library’s digital service capability.The library has basically achieved the development planning goals of the library career of creating a new media-based digital library service format and completing the online and offline interactive service model during the "13th FiveYear Plan" period.During the "14th Five-Year Plan" period,under the new environment of high-quality development of the country,the library industry has entered a new stage of development,and the library’s new media services have gained new development space,which is both an opportunity and a challenge.In the new media environment,on the one hand,users’ learning and reading methods have changed,gradually shifting from consuming knowledge content to innovating learning knowledge,and "user-centered" information services have become the focus.On the other hand,the fundamental purpose of the application of new media in libraries is to use relational tools to connect libraries and users closely,and maintaining user relations has become the meaning and focus of the high-quality development of libraries.However,the library’s new media service is in the "trough of disillusionment" of losing users.Problems such as user churn,user non-continuous use,and user transfer appear,or only focus on attracting new customers,while neglecting to maintain longterm friendly relations with old users.The longer the library maintains the relationship with users,the higher the user value is,the library can save the material cost of publicity and promotion for new users or promote two-way interaction between librarians and users,etc.,which is conducive to the formation of the library brand Dissemination advantages can stimulate sustainable library service business growth and further improve library service quality.Although many literatures have studied the user acceptance,adoption,user continuous use,and user maintenance of library new media services(such as We Chat services),there is still a lack of understanding on how to maintain the continuity of user relationships.At present,there are a few studies trying to understand why users are willing to continue to use library new media services,generally using existing models that are cognitively oriented(such as the information system continuous use model,etc.).At the same time,some scholars focus on user satisfaction and user loyalty.Attempts to help address persistence and retention issues from an emotional perspective have failed to fully reveal the nature of persistence in user relationships.The user commitment theory,which focuses on the experience,emotion and persistence in the relationship,has just become a breakthrough to solve the "trough period" of library new media services.The development and prosperity of library new media services are highly dependent on the relationship between service platforms and users,and establishing a solid and sustainable user relationship between library new media services and users has become the main focus of theoretical research.Scholars agree that user commitment is the essence of the continuation of user relationships,and it is regarded as a key symbol of high-quality relationships and an important indicator and means for libraries to maintain and maintain users.Commitment theory has been discussed more in the field of relationship marketing,but less research has been done in the field of library.Therefore,it is necessary to systematically construct the theoretical system of user commitment of library new media services,and to comprehensively explore the internal structure,influencing factors and formation mechanism of user commitment has important theoretical and practical significance.This paper will focus on the following aspects of the current research:(1)The research on user commitment in academic circles is mostly concentrated in the field of marketing,and there are few researches directly on the user commitment of library new media services.Relevant studies have been scattered in the themes related to commitment,such as "library user relationship quality","users’ continued willingness to share knowledge","users’ continuous use behavior(willingness)",and "user loyalty".There is still a lack of in-depth analysis of the connotation and structure of the user commitment of the service.(2)What is the user commitment level of library new media services,and whether there are significant differences in user commitment and various dimensions of different demographic characteristics? Answers to these questions will provide data support and realistic basis for improving library new media services.(3)The academic community’s question about the deep-seated factors that affect the user commitment of new library media services has not been resolved.This is an important and urgent question,because which factors will promote or hinder user commitment has important practical significance,exploring the key influencing factors of user commitment to library new media services has become an important task.(4)It is necessary to further study the influence mechanism of key influencing factors on user commitment of library new media services.Which factors have a direct effect on user commitment? Which influencing factors have indirect effects on user commitment? Answers to these questions can reveal the mechanism of user commitment,and provide a powerful tool for libraries to formulate and enhance the level of user commitment.In view of the above problems,the research contents of this paper include:(1)Through literature review,user interviews,and expert surveys,identify the connotation and dimensions of user commitment to library new media services,and generate measurement items for user commitment.Then,the items of the scale were optimized through two questionnaires,and the verification of the revised scale was completed.User commitment is defined as a construct including cognitive dimension,affective dimension and willpower dimension,and a user commitment measurement scale for library new media services with good reliability and validity is developed.(2)This research uses the self-constructed library new media service user commitment measurement scale to evaluate and analyze the current user commitment level to grasp the basic situation and overall level of the current library new media service user commitment.At the same time,this study uses analysis of variance,independent sample t-test and other methods to analyze the differences of demographic characteristics and user usage characteristics in user commitment and various dimensions,and conduct post-hoc comparison tests.(3)The meta-analysis method was introduced in this study,and the 3387 literatures about user commitment were screened and eliminated according to the criteria and process of the meta-analysis method.Then use Comprehensive Meta Analysis(CMA)2.0 meta-analysis professional software to analyze and process the meta-analysis data,conduct exploratory research on the influencing factors of user commitment,and initially obtain the key factors affecting user commitment.Then,in order to explore whether the core influencing factors are applicable to the user groups of library new media services,in-depth interviews were conducted with some users and librarians.Finally,this study confirms that the key influencing factors of user commitment of library new media services are information quality,interaction strategy,platform regulation,perceived benefit,emotional attachment and platform trust.(4)In order to explore the user commitment mechanism of library new media services,based on the theoretical basis and interviews,the fifth chapter builds a model of influencing factors of user commitment.In the empirical research procedure,the measurement items of the relevant research variables in the research model are collected through the literature method and the expert interview method.Then through the pre-investigation,the reliability and validity of the measurement scale of the influencing factors of user commitment and the correction of the scale are realized.On the basis of the pre-investigation,a formal investigation was carried out,the research hypotheses and models were tested by the structural equation method,and the path analysis and intermediary test were carried out to reveal the mechanism of the key influencing factors on the user commitment of the library’s new media services.Combining the previous research results on the user commitment of library new media,starting from the level and existing problems of library new media service user commitment,we analyze the library new media service platform and the library new media service user perspective and propose corresponding new media services.Media service promotion strategy.From the perspective of service platform in this study,libraries should focus on providing high-quality information,using multiple interactive strategies,and continuously improving platform regulation.From the perspective of users,this research should focus on creating user value,pay attention to the cultivation of the emotional attachment relationship between the library and users,and grasp the habits and characteristics of users.Through these measures,the user commitment level of the library’s new media services will be improved,so as to achieve the goal of sustainable and high-quality development of user relations. |
