| [Purpose] To self-determination theory model and sustainable behavior theory to build reading promotion activities involved in behavior model,and add the service quality variables,discuss the relationship between motivation,satisfaction,and continuous participation mechanism,the influence of understanding after reading promotion activity participants experience the behavior of the influence factors,in order to promote the library reading promotion activity participation promoted some Suggestions,provide theoretical basis for the study of the reading promotion service.[Methods] Firstly,the research theories and research contents are summarized and analyzed by means of literature review,the current status of the research field is summarized,and the research contents and paths are proposed.Secondly,the questionnaire analysis method was used to make empirical analysis of the research content,and SPSS was used to test the reliability and effectiveness of the questionnaire.Finally,AMOS is used to carry out the coordination analysis of the research model and discuss the internal relationship between the model variables.[Results] The research results are as follows:(1)a total of 441 pieces of data were collected from this survey,and the respondents had a high level of education and participation frequency.The KMO value of the questionnaire and the value of Bartlett sphericity test both passed the reliability and validity test,indicating that the samples were suitable for confirmatory factor analysis.According to the data analysis,the scores of self-development motivation and information acquisition motivation in the survey group were higher,4.67 and 4.29 respectively,and the lowest score of emotional motivation was 2.9.The scores of service quality,experience satisfaction,continuous participation intention and continuous participation behavior were 4.23,4.34,4.42 and 3.49,respectively.Meanwhile,the skewness and kurtosis of the measured items were all less than 2 and 5,and the sample data basically followed the normal distribution.(2)Affective motivation and profit motivation have no obvious effect on experience satisfaction,while self-development motivation,social motivation and information acquisition motivation all have significant positive effects on experience satisfaction.Service quality has a significant positive impact on experience satisfaction and willingness to continue to participate,with the total effect values of 0.262 and 0.056,respectively.Experience satisfaction significantly promoted the idea of continuous participation,and the path value was 0.932.The continuous participation behavior is affected by the continuous participation intention,and the path value is 0.412.[Conclusions] The research conclusion is as follows: different participation motives have a great impact on participation experience satisfaction.The influence of extrinsic motivation on the behavior of participants is more obvious than that of intrinsic motivation.Experience satisfaction and service quality are important factors affecting users' willingness to continue to participate.Therefore,the following Suggestions are proposed to improve the participation in reading promotion activities :(1)grasp the psychological motivation of users and encourage their participation.(2)improve the service quality of reading promotion and improve the satisfaction of users' participation experience.(3)build the brand of reading promotion activities and improve users' continuous participation. |
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