Study On The User Engagement Mode In University Libraries' WeChat Services

In recent years,university libraries have actively applied social media to provide services,carry out marketing activities,integrate into user activity spaces,and support library user services.With the emergence and application boom of WeChat public platform,university libraries' WeChat service(mainly refers to the establishment of official WeChat public account services by library institutions,collectively referred to as library WeChat services)research has become a hot spot.University libraries have widely opened WeChat public accounts,built WeChat platforms,extended service tentacles,expanded the access channels for users,and improved the efficiency of communication and service with users.However,the dilemmas such as user burnout,transfer and loss that have been accompanied by social media development,have also appeared in university librares' WeChat services.The concept of user engagement,which emphasizes interaction experience and emotional investment,and is dedicated to establishing long-term close relationships with users,is an effective magic weapon to solve the dilemma of university libraries' WeChat service and even social media.Engagement is a research hotspot in the field of marketing and behavioral science.The concept of user engagement derived from the positive psychological state and nontransactional behavior of customer engagement theory,marked as dominant and measurable social interaction in users'many social practices and behavioral studies.The research on user engagement in university libraries' WeChat services has become an opportunity for libraries to promote user experience attitude and information behavior under the mobile network environment.Through literature research,we learned that the research on user cognition,emotional experience and information behavior of university libraries' WeChat services involves the relevant connotation of engagement.Based on the relevant research context,this paper proposes the construction of user engagement model in university libraries' WeChat services,provides guidance for enhancing user participation and maintaining user retention.Based on the network survey of 137 first-class university libraries' WeChat services and 363 user questionnaires,the performance of user participation of 3,1928 push articles was selected to analyze the user engagement degree,and filter the topic characteristics.Contrast the status of high user engagement,analyze the survey of users' attitudes and willingness.From the cognitive,emotional,and behavioral levels of user engagement,analyze the problems faced by university libraries' WeChat services.Using the means and ends theory method to analyze and solve the existing problems,we can study the influencing factors of user engagement in university libraries' WeChat services.Firstly,we apply the LDA topic recognition method to extract the user engagement feature words of WeChat platform,and then use the user interview methods to study the influencing factors of user engagement in university libraries' WeChat services.According to the open questions' user response texts,the qualitative analysis method to verify and supplement the influencing factors,identify and analyze the specific influencing factors of user engagement in university libraries' WeChat services.Then the relationships among the influencing factors of user engagement and problems are analyzed through interviews.Through the theoretical research,the model is constructed,and the formal sample data of 491 user questionnaires are obtained.The structural equation method is applied to verify the mechanism of the influencing factors of user engagement in university libraries'WeChat services.Combining the typical case analysis with the previous research conclusions,this paper constructs the mode of user engagement in university libraries'WeChat services,and provides management support for promoting the library WeChat service and social media user engagement.The main research results and conclusions include the following aspects:(1)Investigation and problem findings in university libraries' WeChat services from the perspective of user engagement.From the perspective of user behavior and psychological participation,the entry point of the research on the user engagement in libraries' WeChat services is user participation.From the perspectives of user's participation channels,participation degree and response,we set the survey indicators of user engagement in university libraries' WeChat services,and conduct university libraries' WeChat service network survey and questionnaire survey.From the survey of the service functions in university libraries' WeChat platform,we understand the user participation path;analyzing the user participation level of university libraries' WeChat push articles according to the user engagement degree of the high,medium and low levels of participation;from the user similar usage attitude and emotional expression to measure the user response situation of university libraries' WeChat services,comprehensive three kinds of surveys reflect the problem of user engagement in university libraries' WeChat services.On the whole,the level of user engagement of WeChat service in university libraries is limited.From the three dimensions of cognition,emotion and behavior of user engagement,it is found that there are problems in university libraries' WeChat services such as lack of the characteristics and differentiated,lack of enthusiasm for participation by users,and insufficient interactions.There is no small gap with the high user engagement state.To solve these problems,we need to start with specific influencing factors.(2)Identifying the influencing factors of user engagement in university libraries'WeChat services.The conclusion of the user engagement survey shows that the direct reason for the low level of engagement is that the user participation is not high.Exploring the motivation of user participation in interaction is the initial step to discover the influencing factors of user engagement.Applying LDA topic mining method to extract the user engagement feature words from the user's discussion on WeChat public platform.Then through user interviews,we analyze the influencing factors of user engagement in university libraries' WeChat services,including platform quality,emotional evaluation and experience,guidance and care,and value perception.Combining with the user response texts of relevant open-ended questions,the NVivo software is used to verify and complement the influencing factors of user engagement in university libraries' WeChat services,judge the influencing factors include platform quality,emotion experience,guide care,participation incentive and value perception five aspects.Finally,for the problems found in the survey of user engagement in university libraries' WeChat service,we explored the relationship between the multiple influencing factors of user engagement through user interviews again.It paves the way for solving the problem of user engagement in university libraries' WeChat services and constructing the user engagement model of next chapter.(3)The trigger paths research of user engagement in university libraries' WeChat services.Relying on literature research and user survey,this paper puts forward the hypothesis model of user engagement in university libraries' WeChat services,taking the platform quality,guide care and participation incentive as service provider antecedent variables,emotion experience and value perception as the intermediate variables,and user engagement as an outcome variable.Developing the measurement scale,consists of 26 observation items in 6 main dimensions.Obtain data through online and offline surveys to verify relevant hypotheses.Using SPSS and AMOS software to carry out pre-survey reliability and validity test and scale statement revised,it is found that the user engagement scale of university libraries' WeChat services has good reliability and validity.Through the structural equation method,the research hypothesis and model are tested,and to perform the model modification,path analysis and intermediary tests for exploreing the trigger paths of user engagement in university libraries' WeChat services.Platform quality of university libaries' WeChat services plays the most fundamental role in ensuring the formation of user engagement;Guide care and participation incentive as service management measures are the key improvement directions of library WeChat platforms.There are three paths for the formation of user engagement in university libraries'WeChat services,platform quality-guide care-emotion experience-value perception-user engagement;platform quality-participation incentive-emotion experience-value perception-user engagement;platform quality-participation incentive-value perception-user engagement.The intermediary test shows that emotion experience and value perception variables play a chain intermediary role in the formation path of user engagement;emotion experience variable has a connecting catalyst role in the formation of user engagement;value perception variable directly promotes the formation of user engagement,explaining the 79.2%variation in user engagement.(4)The promotion mode of user engagement in university libraries' WeChat services.The promotion dimensions are analyzed from the driving factors of user engagement,guarantee,incentive and interaction are the core elements of user engagement in university libraries' WeChat services,and they are in the kernel layer of the user engagement ecosystem model.Case study the efforts of WeChat in Sichuan University and Dalian University of Technology Library in terms of service quality,management construction and user participation,and summarizing and analyzing the cases of Shidiandushu and Zhihu's user participation mechanism.The WeChat service of university libraries needs the attention of operation administrators in many aspects,in particular,to ensure the quality of push articles,care about the emotional experience and psychology of users,conduct emotional marketing;meet the daily functions and service needs of users,set appropriate incentives;guide users to participate in interaction,and maintain continuous development and improvement.The problem recognition based on cognitive mechanism indicates that the realization of user engagement in university libraries' WeChat services needs to guarantee the basic service function to meet the user's needs;guided incentives based on the strengthening mechanism indicate that the university library WeChat service can set incentive measures based on positive and negative reinforcement and punishment means,setting multiple incentive types and marketing combinations to stimulate user behavior in management mode;interactive cycle based on emotional attachment mechanism shows that multiple interactions among users,institutional platform personnel,and autonomous participation promote user to generate emotional experience and value perception,and further value perception and emotion experience effect user continue to use intentions,and promote user engagement.Taking the university library WeChat service ecological management factors of people,information and technology as the three external nodes,combining the implementation path to expand the user engagement ecosystem model,construct the promotion mode of user engagement in university libraries'WeChat services,and provide a more comprehensive service management strategy to achieve user engagement.