An Analysis Of The Influencing Factors In Public Library Wechat's Usage Intention

With the rapid expanding of Mobile network service recent years, social media has changed dramatically and there has been an unprecedented impact on the traditional media. Among the new generation of social media, WeChat, with its ease to use and free of charge, has become the most popular application nowadays. Especially, the development of WeChat Public Platform create a brand new platform for corporations,media and individualsWith the increasing number of WeChat Public Platforms, more and more libraries have built up their own WeChat Public Platform and achieved great service result, which attracted attention from academics to the library WeChat service research, especially for the public libraries. Therefore, the research of factors that influence peoples' intention to use public library WeChat Public Platform will provide good references for the public libraries and thus offer better services.This research has synthesized related studies from both domestic and abroad. Based on Unified Theory of Acceptance and Use of Technology, this research includes five variables that will influence peoples' intention to use WeChat Public Platform of public libraries and designed intention measurement questionnaire. The result is verified by utilizing Statistical Package for Social Science.The research result has approved: Performance Expectancy, Effort Expectancy,Playfulness, Social Influences and Innovation have positive influences on peoples'intention to use WeChat Public Platform of public libraries. Among these factors, the Performance Expectancy is interfered by two variables: age and education background.Effort Expectancy and Innovation are only influenced by education background. Social Influence and Playfulness are only affected by age.The research result not only verified Unified Theory of Acceptance and Use of Technology, but also broadened the usage of this model in public library WeChat Public Platform area. On the basis of model research and verification, this research provides references and advices on mobile digital information services for public libraries and ultimately promote the prosperity and development of libraries.