Research On The Continuous Use Behavior Of University Library WeChat Platform Based On Social Cognition Theory

With the development of mobile Internet and the rise of instant messaging software WeChat,university libraries are also constantly seeking breakthroughs in their own service to meet the needs of users.In March 2018,the Tencent announced that WeChat and WeChat combined monthly active accounts reached 988 million 600 thousand in annual statements for 2017.By the end of March 2018,the number of WeChat platform,which is opened with the "University Library" and "School Library" as the theme,has reached 1217,however,there is a phenomenon of decreasing reading volume and decreasing user number in the operation of WeChat platform.So this paper is focus on how to positively influence users' continuous use of University Libraries WeChat platform and improve user stickiness.This paper proposes a new perspective,"based on the theory of social cognition",to study the continuous use behavior.Social cognition theory points out that the behavior,the environment and the individual three parties are mutually causality,which both join and decide each other.Based on social cognition theory,this paper constructs a continuous use behavior model of University Library WeChat platform from three aspects of user factors,WeChat platform factors and continuous use behavior factors.According to social cognition theory,the user factors are designed to be self-efficacy and result expectation two variables,according to the University Library WeChat platform's main service functions and related research literatures,the WeChat platform factors are designed to be easy-to-use,effective,entertaining and interactive four variables;this paper explores the effects of the above six variables on the user's continuous use behavior.According to the influencing factors of continuous use behavior,this paper designs the questionnaire,and uses SPSS 22 to carry out the empirical analysis of the questionnaire data.The paper draws the following conclusions:Self-efficacy,outcome expectancy,ease of use and effectiveness positively affect continuous use behavior,entertainment and interaction are moderately related to continuous use behavior,but they are eliminated in stepwise regression.Based on the results of empirical analysis and the analysis of questionnaire items,this paper puts forward the following suggestions for the construction of WeChat platform in University Libraries:Strengthen the user WeChat platform education,improve user information literacy,help users become more proficient in using university library WeChat platform,and feel more self-efficacy;Focus on user information and function needs,regularly carry out demand research;Build a professional WeChat platform operation team,simplify operation process,making users more convenient to use the platform;Improve the information quality of WeChat platform,enrich the information content attributes,pay attention to the information efficiency,and also pay attention to the entertainment of information,and provide users with rich and colorful information content;Improve the service level of the librarians,enhance the interaction of the platform,communicate with users timely,know their demands and solve their problems.