| In order to promote reading,various university libraries have implemented many reading promotion initiatives and carried out a variety of activities.However,patron participation in reading promotion activities is not satisfactory and is a more prominent issue.Satisfaction and behavioural intentions,as indicators to assess the effectiveness of reading promotion,represent readers’ recognition of reading promotion.Therefore,this study discusses the relationship between reader participation-satisfaction-behavioural intention in reading promotion in university libraries by distributing questionnaires to university library readers and using SPSS data processing software to process and analyse the data obtained.The data were processed and analysed to discuss the relationship between reader engagement-satisfaction-behavioural intentions in reading promotion in university libraries and to explore the findings obtained.The main contents of this study are: after reading a large number of references,to sort out the relevant theories on the relationship between reader participation,satisfaction and behavioural willingness,to develop and design a reader participation,satisfaction and behavioural willingness measurement scale,to measure the current reader participation,satisfaction and behavioural willingness in reading promotion in university libraries;to construct a theory of reader participation in reading promotion-satisfaction-behavioural willingness-The theoretical relationship model of readers’ participation in reading promotion-satisfaction-behavioural intentions was constructed,and the relationship between the three was verified and analysed.The main findings of this study include:delineating the four dimensions of reader engagement in reading promotion in university libraries: information acquisition,information sharing,cooperative behaviour,and interpersonal interaction.The evaluation results show that reader engagement in reading promotion has the highest level of interpersonal interaction,with information sharing second,information acquisition third,and cooperative behaviour fourth.Only information acquisition,cooperative behaviour and interpersonal interaction have a significant positive effect on satisfaction and behavioural intentions,while information sharing has no effect;and the effect of information acquisition,cooperative behaviour and interpersonal interaction on behavioural intentions is mainly achieved through satisfaction.In the future,in order to further improve readers’ participation in reading promotion services,increase readers’ satisfaction and behavioural willingness to continue to participate subsequently,promote the construction of long-term friendly relationship between readers and libraries,and ensure the perpetual survival and development of library reading promotion services.The following management recommendations should be adopted by university libraries: attaching importance to interpersonal interaction among readers and providing good opportunities for interaction;diversification of information collection channels and personalisation of reading services;selecting and screening information on published activities and prior knowledge in selecting preferred activities;encouraging and guiding readers to actively participate and letting go of readers’ own planning and design. |
