Research On Mobile Information Service Of Library Based On UTAUT Model

The development of mobile Internet technology and the popularity of mobile devices have been reshaping social life imperceptibly. Meanwhile, the development and application of information technology is both opportunities and challenges for any industry, so the library is no exception. Because of the convergence of telecommunications networks, radio networks, Internet in China, the customary of people’accesses to information as well as the way of retrieving information have already undergone tremendous change. As information service agent, libraries are committed to the pursuit of equality, open and free access to information, and the development of mobile Internet technology and the popularity of mobile devices will undoubtedly provide unlimited possibilities for the free dissemination of information. The mobile information services of library is breaking the time and geographical boundaries of dissemination of information, just because of the use of the advantages of wireless network and the mobile terminal, the libraries send their services in a more convenient way deep into user groups through mobile information services.In China, the mobile information services of library is still in the developing stage, the university and public libraries have set up mobile information services, the services include SMS/MMS, WAP website, app and Weibo/micro-channel mode. Meanwhile many active and innovative libraries already tried many different innovation modes. Of course, there are some shortcomings of today’s mobile information service, such as small service coverage, single services, lack of services promotion and so on. All these problems reflect the degree of use of mobile information service is not high, empirical research has proved that willingness to use behavior has significant positive impact on the use behavior. In view of the utilization of mobile information service of library is not so high, this paper decided to introduce the technology acceptance theory, by means of UTAUT theoretical model studied the library users’willingness to use mobile information services. This paper wants to study the key factors that influence the intention to use mobile information services.UTAUT theoretical model concludes four core dimensions:Performance Expectancy, Effort Expectancy, Social Influence and Facilitating Conditions. At the time of construction of the model, after analyzed the characteristics of mobile information service and relative theoretical research, the paper decided to add individual innovation and perceived risk as two new dimensions, and these two dimensions were defined, therefore, this paper put forward new library mobile information service model, and set up a measurement scale. This paper designed to collect data through questionnaires, use SPSS 17.0 to analysis the questionnaire data, and eventually found that four elements affect users’ willing of using mobile library information service:performance expectancy, effort expectancy, social influence and individual innovation, and these four points were analyzed concretely; for the hypothesis which are not verified, perceived risk and convenience condition, the paper convinced the reason was the extensive use of inadequate and no payment behavior.Finally, according to the results of research and the development of library mobile information service, the paper proposed countermeasures of library mobile information service development:enhanced service concept, innovative service models, focus on user experience, to ensure use security, enrich service content, concerned about individual needs, take marketing strategy, and pay attention to user training, and at the end of this paper, the author forecasts future research trends.