| Against the background of the live broadcasting boom caused by the epidemic,this study explores the motivations,influencing factors and specific behaviors of public library users to participate in live broadcasting,and strives to provide effective reference for the optimization of live broadcasting in public libraries.The author adopts the research method of combining qualitative research and quantitative research,through participatory observation and in-depth interview,encodes a large amount of data,extracts 12 main categories such as emotional needs,and constructs the theoretical model of "user participation behavior of public library live broadcast".Then based on the depth interview,the mature scale designed 50 questions Likert 7point scale questionnaire,research the masses to live participation behavior,through the survey validity of the questionnaire,through We Chat,weibo,to family,friends and classmates and recycling 376 valid questionnaires,using AMOS.24 and SPSS.26 to collected data sample analysis,reliability analysis,correlation analysis and regression analysis,empirical test results show that part of the path failed the test.Based on the analysis of interview data and questionnaire data,the author draws the final conclusion: emotional needs,social needs,pleasure needs,information seeking,individual factors,anchor factors,content presentation,media presentation and promotion conditions significantly affect users’ willingness to participate in live broadcasting;information needs and anchor factors have no significant influence on the willingness to participate in behavior continuously.According to the results of this study,four suggestions are put forward for the optimization of live broadcasting service of public libraries: 1)further optimize the promotion strategy;2)continuously innovate and enrich the content of live broadcasting;3)create a unique scholarly atmosphere of the library;4)strengthen the emotional connection with library live broadcasting users. |
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