A Research On The Influence Factors Of Behavior Intention Of College Students Using Self-Constructed SNS In Library

Students in college mainly turn to internet to look for information they need. Despite the fact that library can provide them a large mount of full-scale and precise information and resources,it can not be recognized by the students, and as a result, when they need information, they are more likely to search the internet for information. Thus library should be guided by the interests of students, adopt new service mode for internet era and adjust the information service mode to meet the demand for the development of modern society.With the fast development of SNS, libraries in college are also trying to adopt SNS to enhance the service quality. Libraries c an narrow the gap between the libraries and college users, gain popularity among users by SNS, besides information service of the libraries can be integrated with the study and life of users, which will surely improve the service quality of libraries by providing more resourceful, convenient and personalized service. Many colleges in mainland have been trying to adopt SNS, and it is still at the infancy stage so Far,so as a result the application performance has not been quite satisfactory.This paper is mainly about the research on factors which influence students' behavior intention when they establish their own SNS. This paper summarizes 8 influence factors of behaviors intentions, puts forward 9 hypotheses and builds up the theoretic models of influence factors when libraries are constructing SNS. I have used construction equation modeling analysis to do a research on students from Chongqing university and south west university to prove the concept models to be reasonable.The main conclusion for this paper is as the following : students are more l i k e l y t o b e i n f l u e n c e d p o s i t i v e l y b y e x t e r n a l r e w a r d s a n d p e r c e i v e d entertainment, while the influence of perceived usefulness is not that remarkable when they are taking part in the establishment of SNS. Perceived entertainment is positively influenced by their psychological demands when they are taking part in the establishment of SNS. Perceived ease of use has been positively influenced the system quality remarkably when they are taking part in the establishment of SNS. Perceived usefulness has been positively influenced by the information quality and Perceived ease of use remarkably when they are taking in charge with the construction of SNS. Perceived risk has been negatively influenced b y the s ystem qualit y remarkabl y when they are involved in establishing SNS. The genders of college students have great influences on psychological demands and the frequency of the use of SNS has remarkable effect on perceived entertainment.On the basis of the conclusion of research, I believe that the entertainment of the pl atfo rm sho uld be tak en careful consideration when librar y are developing their own SNS, thus provides entertainment to the users. In a word, we should fully consider the psychological demands of users to meet their needs. Besides library should improve the information quality and system to guide the users' behavior intention;except for that,library can adopt a sound reward mechanism to attract more users to take part in it.