Research On The Influence Of Public Library’s New Media Operation On Users’ Continuance Intention

With the development of Internet technology and social networking platforms,cultural and tourism departments and government agencies across the country have carried out construction activities on the two micro ends in full swing.At present,the construction of the two micro ends of the public library has achieved good results,and the functions of the platform are improving day by day.Meanwhile,with the rapid rise of short video platforms represented by Douyin and Kuaishou in recent years,watching videos has become the mainstream way for people to obtain information and amuse themselves.At the same time,the explosive growth of video content has also brought a series of malicious speculation,smuggled illicit goods,false information and other negative effects.The construction of video accounts by public cultural service institutions represented by public libraries is not only an opportunity to promote nationwide reading and enhance the influence of their own cultural communication,but also a requirement to firmly grasp the mainstream values of the Internet and establish cultural confidence.Based on the above reasons,this paper selects bilibili accounts of public libraries,which are still in the initial stage of new media construction and operation of libraries and in the early stage of academic research,as the research object.The paper is mainly divided into seven parts: Chapter 1: Review and summarize the frontier papers on relevant topics at home and abroad,summarize the current research status in the field of library new media operation,describe the research methods and content of this paper,and finally point out the innovation of the paper.Chapter two firstly defines the concept.Through literature survey,the concept of new media and new media operation is clarified,the development process of Bilibili website is introduced,and the characteristics of the website are analyzed.Social support theory,integrated science and technology acceptance model,information system success model and other theories are introduced to lay the theoretical foundation of this paper.Chapter three investigates the construction situation,information construction,information identification and publicity channels of public libraries on bilibili Platform through network investigation method,and selects BVCI index to evaluate the communication effect.In chapter 4,based on previous maturity scales,platform characteristics and network survey results,a questionnaire was designed to construct a seven-dimension model including information and service quality,community impact,performance expectation,emotional support,perceived entertainment,and willingness to continue using,and 7 hypotheses were proposed.Chapter five,after completing the distribution and collection of questionnaires.The reliability and validity of the questionnaire data were tested,and AMOS was used to carry out empirical analysis to analyze the influence of each variable on the continuous use intention of the users of library’s BILIBILI platform.Study found that the public library’s BILIBILI platform information quality performance expectation and perception of user entertainment has positive influence,the quality of service to users of the positive significant application performance expectations,performance expectations,emotional support,social influence,perceived entertainment for library users continue to use BILIBILI will have positive significant effect,this study all assumptions are established.In chapter 6,based on the results of network investigation and empirical analysis,suggestions are put forward for the library to enhance the operation capacity and influence of B station account from the perspectives of improving operation service capacity,intensifying operation promotion,improving information quality,improving the professionalism of video production and strengthening emotional support.Chapter seven summarizes and anticipates the research contents and shortcomings of this paper.The innovation of this paper lies in the systematic analysis of the construction of BILIBILI in public library.At the same time,based on the integrated technology acceptance model,social support,perceived entertainment and other theories are introduced.Through the results of empirical analysis,targeted optimization strategies are put forward for public libraries to improve the operation effect of BILIBILI and enhance users’ willingness to continue using,which has certain theoretical and practical significance.