Micro Marketing Research To The Influential Factors Of College Library Based On User Participation

At the mobile Internet times, the micro service platform enters the daily management of the libraryin colleges and universities gradually, the research that how to improve the level of library usersparticipating in micro marketing from the perspective of marketing has very important practicalsignificance, as well as provides the theoretical support for the library marketing research. The micromarketing of college library is a kind of online to outline communication way of integrated marketing,which can meet the refined,diversified and personalized requirements of users,and can greatly improvethe degree of library users’ using and satisfaction, therefore, many colleges and universities insuccession to have their own micro service platform. How to improve the engagement of users moreeffectively has been the problem to be solved quickly in micro marketing of university library now.The study used the theory knowledge of marketing, library science and information science tomake a interdisciplinary integrated research of micro marketing of colleges and universities library,through the application of this knowledge, expect to find out more theoretical micro marketing strategyof college library, which has better pranctical significance from the new perspective. This study alsoapplied the Chao Xing system, CNKI E-Learning and Note Express literature management software tothe process of the research.The study established the model of users participation of college library based on TAM model,anddiscussed from two aspects: college behavioral factors and individual factors, many variables were alsosubdividied to help the disscussion. It used the user perception as a intervening variable to research itsinfluence on users participation. Then took the library of HeBei college of economy and business as anexample for the empirical study to judge whether the conceptual model was established.Through the empirical analysis, this study concluded that in the behavior factors of college library,the quality of information resource, easily use of tools and techniques, propaganda of micro marketing,service quality, and personal motivation of individual factors through a user perception of perceivedusefulness, and perceived enjoyment factor made a positive influence on uses participation, and putforward some Suggestions for the future development of micro marketing of college. In addition, inview of the relationship between some variables had not been validated, the study proposed somepossible reasons.