Research On Influence Factors And Swicthing Cost Of Switching Behavior Of Library Readers

The principle of library is readers first.In order to practice it,past research mainly discussed the readers' satisfaction and believed that reader satisfaction was the pursuit of the ultimate goal of library.Along with the increasing number of libraries,readers' switching behavior is becoming more common,so there are other scholars believed that we also should pay attention to reader's switching behavior.This study explores influence factors of switching behavior and the switching cost in the process.The content of this study include:(1)by analyzing the relevant literature,the author constructs the reader switching factor model and analyzes the collected data to validate and revise the model;(2)analyzes the empirical data and summarizes the switching cost.For the purpose of research,the author uses interviews and questionnaires to collect data,and then uses statistical analysis method for data analysis,finally comes to the conclusion.Based on PPM theory,planned behavior theory and other theory,Also absorbing the influencing factors affecting switching behavior in market,this study constructed the reader switching behavior factor research model,which contains service recovery,service quality,customer satisfaction,alternative attractiveness,anchor factors,switching willingness and switching behavior.This study established preliminary investigation questionnaire through the analysis of literature research and interview data.After the analysis of the preliminary investigation questionnaire,found that the reliability is appropriate and it is suitable for large-scale investigation,therefore,the questionnaire was used for the following survey,the study also test the reliability and validity of the questionnaire using the collected data,and analysis the basic information of readers,then using SPSS software to analyzing data by the T test,analysis of variance,correlation analysis,partial correlation analysis,regression analysis and the mediation effect test,finally verify the hypothesis.Also the study Analyses the main switching cost,finding that the classification of the switching cost consistent with previous research conclusion in some ways,but because of the particularity of the library,there exists some difference.This study draw the following conclusions:(1)Service recovery have an significantly positive impact on customer satisfaction;(2)Environmental facilities in service quality significantly positive influence on customer satisfaction;(3)User satisfaction have a significant negative impact on switching willingness;(4)anchor factors and alternative attractiveness have an significantly positive impact on switching willingness;(5)Service recovery and environmental facilities can influence switching willingness through the intermediary role of users' satisfaction;(6)User satisfaction,alternative attractiveness and anchor factors can influence switching behavior through the intermediary role of switching willingness;(7)Environmental facilities can affect switching willingness through the role of user satisfaction,eventually impact on switching behavior.(8)In the process of readers' switching,the main cost are learning cost and financial cost.On the basis of data analysis and relevant conclusions,this study put forward the suggestions.