UTAUT-based Research On The Willingness Of Users Of WeChat Service In University Libraries

Recently,lots of academic libraries serves readers via Tencent WeChat,which influences college students use library resourses in a more effective way.Besides,scholars are highly concerned with attitudes,behavior intentions and actual behaviors towards new user-centric technologies.It was in this background that strongness and impacts of users' behavior intentions are worthing further research.Based on the UTAUT model,the paper also uses service quality factor in D&M model,hedonic motivation factor in UTAUT2 model and individual innovation factor in Diffusion of Innovations Theory as independent variables,and makes an empirical research on users' behavior intentions towards using WeChat service of academic libraries.For the research,the paper collects 316 valid questionnaires online and offline and uses SPSS and AMOS for data analysis.It comes up with the result that performance expectancy,social influence,facilitating condition,service quality and individual innovation have a significant positive impact on users' behavior intentions towards WeChat services of academic libraries,and the gender and type of users have moderating effects on the significance of performance expectation factor and social influence factor.In the very end,from the perspective of WeChat services content construction,the paper puts forwards suggestions on emphasizing users' needs and service quality.From the perspective of readers' experience,it gives advice for optimizing performance,multiplying channels of publicity,and improving users' individual innovation.