The Way To Enhance The Influence Of Short Video Of University Library

The rise and rapid development of short video platform is a major innovation to the mode of information dissemination in the era of mobile internet,and it has gradually become an important propaganda position for enterprises and government agencies.Some university libraries have also seized the new trend of short video development and have entered into various short video platforms one after another to carry out short video propaganda for the general public,provide information service such as information notice,reading promotion,knowledge dissemination,information literacy education,etc.However,after investigating the current status of the construction of short video platforms such as tiktok,Kuaishou and Bilibili,it is found that the short video platform of University Library is lack of influence in the process of operation,and most of the short video released by the platform has not achieved good effect of communication,so the whole influence of communication needs to be improved.Therefore,it is necessary to probe into the obstructing factors of the influence of short video communication in University Library,and to provide the realizing mechanism for the promotion of the influence of short video communication,in this paper,structural equation modeling(SEM)method will be used to explore and identify the influencing factors of short video transmission in university library,therefore,this paper puts forward some corresponding strategies for expanding the influence of short video communication in University Library,as follows:Firstly,based on the information ecology theory and the successful model of information system,this paper puts forward the idea of constructing the influencing factor model of short video communication in University Library,from the four dimensions of information resource,information person,information environment and information technology,eight variables,such as information content quality,information expression quality,service quality,user information literacy,intrinsic motivation,perceived value,platform atmosphere and information technology perception,are extracted,from the success model of information system,we select threevariables,satisfaction,usage intention and influence of communication,and establish 19 relationship hypotheses,therefore,this paper preliminarily constructs the influence factor model of short video communication in University Library.Secondly,the questionnaire was made and distributed based on the influencing factor model.The validity and reliability of the questionnaire were verified by the presurvey and the reliability test,SPSS and AMOS were used to perform sample descriptive statistical analysis,reliability and validity test,relationship hypothesis test and structural equation model fitting,therefore,this paper clarifies the important factors that affect the influence of short video platform of University Library and the influence degree of each latent variable.The results show that information content quality,information expression quality,service quality,perceived value and platform climate all have positive effects on user satisfaction and usage intention,although users’information literacy and intrinsic motivation do not support satisfaction,they are positive to users’ use intention.Information technology perception has no significant effect on both satisfaction and use intention,both satisfaction and use intention have positive effects on spreading influence,and satisfaction also affects use intention.In addition,the influence intensity of the latent variable on the satisfaction degree from high to low is the information expression quality,the information content quality,the perceived value,the platform atmosphere and the service quality,from high to low,the influence intensity of user intention is information content quality,platform atmosphere,information expression quality,service quality,intrinsic motivation,user information literacy and perceived value,the degree of satisfaction has a strong effect on communication influence,which is higher than that of using intention.Finally,based on the empirical results,the paper suggests that the University Library should optimize the packaging of short video technology and improve the service quality of the operating body by building short video "Content is king",strengthen the cooperation with short video APP and other ways to enhance the influence of short video communication in University Libraries.