Research On The Readers' Adoption Willingness Of Sesame Credit Lending Platform In Public Librarie

The development of credit economy has opened a new development model for all walks of life,improving development efficiency and facilitating daily life.Public libraries are also advancing with The Times,exploring and developing credit service mode.There are two main modes of public library credit service: one is to carry out credit service by relying on the government credit investigation platform;Second,relying on commercial credit investigation platform to carry out credit services.In 2017,Hangzhou Library cooperated with Zhesame Credit for the first time and built a public library Zhesame Credit lending service platform,innovatively carrying out credit lending services.The new borrowing method provided by the platform has the features of free deposit,online book ordering and home book delivery,which breaks through the time and space limitations,improves the utilization efficiency of paper resources in public libraries and is conducive to the construction of social credit system.This paper analyzes the influencing factors of readers' willingness to adopt Zhima credit lending platform,which is conducive to putting forward management and marketing suggestions for libraries to improve Zhima credit lending service and drive sustainable development of libraries.In this paper,the literature research method is used to analyze the research status of relevant fields,and the integrated technology acceptance and use model(UTUT2),the VAM model,Diffusion theory of innovationinnovation are summarized to provide theoretical support for the construction of the research model.In this paper,the network survey method is used to analyze the development status of sesame credit lending platform in the Yangtze River Delta region,to clarify the construction status of the platform,and to make the variable measurement of the model more scientific.By using the user interview method,the platform users are interviewed about the reasons for using the platform,so that the construction of the research model is more practical.In this paper,performance expectation,effort expectation,social influence,perceived cost,perceived risk,perceived preference,individual innovation,communication channels and other variables were extracted as independent variables,and adoption willingness was extracted as dependent variable to build a theoretical model of influencing factors.In this study,297 valid questionnaires were collected from users of Sesame Credit Lending Platform by questionnaire survey method,and the collected questionnaires were empirically analyzed.SPSS25.0 was used to test the reliability and validity of the questionnaires,and AMOS24.0 was used to perform structural equation model fitting,and the theoretical model of influencing factors proposed was empirically analyzed.The empirical analysis found that performance expectation,effort expectation,perceived cost,individual innovation,communication channels have a significant impact on readers' adoption willingness of sesame credit lending platform in public libraries.Among them,the perceived cost has a significant negative impact on the adoption intention,while the other variables have a significant positive impact on the adoption intention.According to the influencing factors of adoption intention,the following suggestions are put forward for the development of the platform.Optimize the book resources of the platform and enrich the service types of the platform from the perspective of improving the performance expectation of readers.From the aspect of enhancing readers' effort expectation,we should optimize the positioning of books search on the platform and improve the reference and consulting services on the platform.In order to reduce the perceived cost of readers,the construction of supporting facilities of the platform should be improved.From the aspect of stimulating individual innovation of readers,the interaction mechanism of readers with reading as the core is determined.Strengthen the cooperation with "flow" platform and introduce youth "flow".In order to enhance readers' perception of preferential activities,the marketing of preferential activities on the platform should be strengthened.