Research On The Influence Factors Of User's Acceptance Of WeChat Marketing In Public Libraries

Public libraries are an important part of the socialist culture with Chinese characteristics.With the promulgation and implementation of the "Law of the People's Republic of China on Public Libraries," our public library has entered a new era.In order to realize the great goal of cultural prosperity and prosperity better and faster,public libraries should innovate the marketing methods and methods on the basis of the original ones,and provide the library resources and services to every user through information technology.Many provincial public libraries set up the WeChat public account for marketing and achieved good results a few years ago.However,as the demographic dividend gradually disappears and various WeChat account numbers proliferate,public libraries use WeChat public account numbers Marketing has become less effective.Therefore,some improvements must be made to the way of marketing WeChat public library.In order to find the direction of improvement,we need to conduct research on users to find out the factors that affect users' usage behavior.How much impact,and then targeted to improve.This article is to solve the above problems,the use of the questionnaire method is divided into six parts:First,the introduction,mainly describes the research background,research purposes,research objects,research methods,research framework and technology path,innovation and so on.The second part is the literature review,reviewing the research results of the origin of library marketing at home and abroad,the application of technology acceptance model in related fields.The third one is the construction of the research model and the hypothesis.The definition of the variables in the model is defined,and the research hypothesis is put forward based on the existing literature and user interviews.The fourth is the design and modification of the questionnaire,questionnaire payment and recovery.The fifth chapter is the core part of the paper,questionnaire data processing and structural equation model verification process,control the variable test process.Finally,for the conclusion of the study,and based on this,put forward the strategy of improving the WeChat marketing of the library,and finally point out the limitations of the study and the prospect of future research.This paper finds that perceived usefulness and perceived ease of use are important factors that affect user acceptance behavior.Quality of service affects user acceptance behavior to a certain extent,and information quality is a booster for user growth.User personal information literacy affects user acceptance behavior And the demographic variables in varying degrees affect the user acceptance behavior.In this regard,this paper proposes the following suggestions for improvement:the use of big data technology to carry out targeted marketing,improve platform service quality,platform to promote information quality,and enhance user information literacy education.