Research On Influencing Factors Of Popularization Effectiveness Of Public Library Digital Reading Network Platform

With the rapid development of digital information technology in China,the public’s access to reading information is increasingly diversified,and their reading willingness is constantly improving.Following the "three micro-terminals" platform,the short video platform has developed rapidly.Compared with the static information dissemination mode of previous platforms such as We Chat Weibo,the short video platform has changed its normal state,focused on video streaming,and changed information promotion from static to dynamic,attracting a large number of traffic users.On the road of realizing a "reading society for all",the public library,a public cultural service organization,began to use the short video platform to promote digital reading,and the short video platform has become a new position for public libraries to promote digital reading.The foothold of short video in public library is the public.Only when the public participates in the digital reading promotion service provided by public library and can continue to use it can the real value of short video digital reading promotion be realized and its communication effect be achieved.Therefore,it is of practical significance to study the influencing factors of the effectiveness of public library network platform promotion.This paper aims to analyze the factors that affect the popularization of digital reading network platform in public libraries,draw conclusions through empirical research and put forward corresponding suggestions.The first step is to sort out and analyze the related literatures about digital reading promotion in public libraries at home and abroad,and explain the definitions,types and characteristics of digital reading,network platform and the promotion of digital reading network platform in public libraries,which provides basic theoretical support for the follow-up research of this paper.On the basis of the above work,the information system success model(DM),technology acceptance model(TAM)and previous studies are used to integrate and extend the two models,and information quality,service quality,information cost,personalized recommendation,perceived usefulness,perceived ease of use,satisfaction,willingness to use and net benefit are used as research variables to construct a theoretical model of influencing factors on the promotion effectiveness of digital reading network platform in public libraries and put forward corresponding research hypotheses.Finally,through descriptive statistical analysis,reliability and validity test of the sample data of 509 valid questionnaires collected by questionnaire survey,a structural equation model of the promotion effectiveness of digital reading network platform in public libraries is established,and the model is modified and adjusted through the fitting results and the significant results of each path coefficient to form the final model.After verification,all the 12 research hypotheses put forward in this paper have been verified.External variables such as service quality,information quality,personalized recommendation and information cost will affect intermediary variables such as perceived usefulness,perceived ease of use and satisfaction,and these intermediary variables will positively affect the willingness to use,and then affect the net benefit,that is,the effectiveness of digital reading promotion.According to the results of data analysis,this study puts forward feasible suggestions for the government on how to improve the public’s willingness to continue to use government short videos from five aspects: grasping the vertical output content,creating exclusive IP,excavating new forms of short video creation,improving audience and user stickiness,cultivating professionals and teams to operate short video numbers,clarifying digital reading promotion information,forming a fixed brand,and forging online video reading service capabilities.