| 图书馆微信公众号图书阅读推广文章采纳行为影响因素 |
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| 引用本文： | 曹树金,王雅琪.图书馆微信公众号图书阅读推广文章采纳行为影响因素[J].图书馆论坛,2021(1):99-110. |
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| 作者姓名： | 曹树金 王雅琪 |
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| 作者单位： | 中山大学信息管理学院 |
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| 基金项目： | 国家文化创新工程项目“大数据驱动的精准化公共文化服务研究”(项目编号:2017-11)研究成果。 |
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| 摘 要： | 为提高图书馆微信公众号图书阅读推广文章的采纳程度,优化图书馆微信公众号图书阅读推广文章的编写技巧与发送方式,对图书馆微信公众号图书阅读推广文章采纳行为影响因素进行分析和实证检验。以详尽可能性模型和信息采纳理论为基础,结合微信公众号推广文章的特点,构建图书馆微信公众号图书阅读推广文章采纳行为影响因素模型和观测变量,采用结构方程分析方法进行实证。结果表明:外围路径因素中的标题趣味性、推文发送位置、内容突出程度和中心路径因素中的内容趣味性、推荐力度、图书获取途径均对图书馆微信公众号图书阅读推广文章采纳行为有显著影响,其中外围路径因素的影响大于中心路径因素。
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| 关 键 词： | 图书馆微信公众号 图书阅读推广 详尽可能性模型 信息采纳行为 |
Research on Factors Influencing Adoption of Reading Promotion Articles in Library WeChat Public Accounts |
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| CAO Shujin,WANG Yaqi.Research on Factors Influencing Adoption of Reading Promotion Articles in Library WeChat Public Accounts[J].Library Tribune,2021(1):99-110. |
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| Authors: | CAO Shujin WANG Yaqi |
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| Abstract: | In order to improve the adoption rate of reading promotion articles in library WeChat public accounts and enhance the writing skills and dissemination methods,this paper makes theoretical analysis and empirical test on factors influencing adoption of these articles.Based on elaboration likelihood model and information adoption theory,combined with the characteristics of WeChat public tweets,the authors build a model of influencing factors and suggest the related measurement variables.Structural equation analysis is used to conduct empirical research.The results show that factors on the peripheral route like title,tweet priority and content prominence,and factors on the central route like content,recommendation effort and access to books,will significantly affect information adoption.However,factors on the peripheral route have greater impact than those on the central route. |
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| Keywords: | library WeChat public accounts reading promotion elaboration likelihood model information adoption |
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