A Study On Continuous Use Intention Of University Digital Library Users Based On UTAUT Model

The fifth Plenary Session of the 19 th CPC Central Committee clearly pointed out: "Promote the digital construction of public culture".As a significant place for cultural communication,library is important for the digital construction of national public culture in China.As a significant part of construction of public culture,university library not only provides support for cultural transmission,but also undertakes the important mission of talent training.Digital library widely attention of domestic and foreign scholars.In previous research,foreign scholars were more focused on the university digital library in developed countries.In recent years,foreign scholars gradually turned to the study of university digital library in developing countries.However,the research on the willingness of continuous use of digital libraries in colleges in China is still limited.Therefore,this thesis takes the digital library of Jilin University of Finance and Economics as an example to study the influencing factors of university digital library users’ willingness to continue using,in order to provide suggestions and countermeasures for the construction of university digital library in China.First of all,through carded the related studies of digital library and the relevant theories,this thesis integrated two new variables which called cognitive factor and habit to the Unified Theory of Acceptance and Use of Technology,and perfect the defined of Performance Expectancy,Efforts Expectancy,Social Influence,Facilitating Condition according to the research content,taking Gender and Grade as moderating variables.This thesis constructs a model of users’ willingness to continue using in university digital library,and puts forward research hypotheses.Secondly,in order to verify the validity of the questionnaire,a preliminary survey was conducted before the formal survey.The questionnaire was modified according to the results of the preliminary survey.Then distributed questionnaires to undergraduates and postgraduates of Jilin University of Finance and Economics in large numbers through online questionnaires.The results of questionnaire were used as the sample data of this study,and carried out the reliability and validity tests,structural equation model analysis and moderating variables.The results show that Cognitive Factors,Performance Expectancy,Efforts Expectancy,Social Influence,Facilitating Condition and Habit Factors positively affect the Continuous Use Intention of university digital library users,and grade plays a moderating role in the path from Cognitive Factors,Performance Expectancy,Efforts Expectancy and Social Influence to Continuous Use Intention.Finally,analysis factors which affecting the continuous use intention of university digital library according to the results of the above empirical research,and combined with the present situation of digital library of Jilin University of Finance and Economics,this thesis provide suggestions for the construction of university digital library from three aspects:improve the cognition of users,optimize university digital library system,provide personalized service.At the theoretical level,this constructs the continuous use intention model of university digital library users based on the UTAUT model,and improves the research of the Unified Theory of Acceptance and Use of Technology on the continuous use intention,which provides theoretical support for strengthening the construction of university digital library.At the practical level,from the perspective of users,this study helps universities to understand the real use intention of users,analyzes the factors that affect the continuous use intention of university digital library users,provides a new perspective for the construction of university digital library.In the future research,the main research object will be expanded to all students,faculty and librarians,and join the group that has graduated in recent years as the research object,explore the development of university digital library through comparative research.