The Research On University Libraries Wechat Based On The User Viscosity

With the continuous development and improvement of wechat, the number of users has been the rapid growth and it's influence is also growing. All walks of life from businesses to government departments have used wechat to provide mobile terminal services, and have achieved good results. University Library as a school information service center, uses wechat platform to provide mobile information services for readers,which is an effective complement to the ways of Library Information Service. User viscosity is used to describe the frequency of use, dependence and loyalty of users in social networking platforms, that is the ability to attract and restain the user. How to give full play to the features and benefits of the university libraries and studying wechat platform and services based on user viscosity, putting forward countermeasures and suggestions for University Library wechat service, have theoretical and practical significance.Using the tencent wechat public accounts as the research object, the paper researches and analyses the 985 University libraries official wechat's opening situation, account type, promotion type, authentication mode, operation mode, service acquisition mode, push content etc,and summarizes the problems of current domestic colleges and universities library wechat. Using content analysis and questionnaire investigation, and expert evaluation, based on the combination of qualitative and quantitative,the paper gets evaluation system for library wechat user viscosity influence factors, and from the user psychology and wechat design two aspects puts forward individual needs, community driven, perceived usefulness, perceived ease of use, perceived playfulness five secondary indicators and attitude, intention to use, a sense of collective identity, self-esteem and other 16 tertiary indicators. using expert scoring and AHP to carry on the statistical analysis of the results, the paper obtains the weight of related influencing factors.the paper puts forward countermeasures and suggestions of libraries wechat services based on user viscosity: carry out the research of the demand of the user; and give full play to the advantages of students management; by means of online and offline activities, enhance the sense of belonging; pay attention to the classification management.; expand the wechat marketing channels; carry out two platform operation modes of the implementation of wechat subscription number and service number; distribute germination time reasonable; carry out real-time consultation and improve the ability of wechat management interaction.Based on the current situation of University Library 985 wechat survey, the paper gets influence factors on library user viscosity from the quantitative point of view. According to user viscosity factors weighting results, the paper gives the operational advice and countermeasures to help colleges and universities improve library service capability and level of its wechat demand from users and library wechat design.