Research On User Loyalty Of University Library Based On Perceived Value

With the rapid development of information technology and the rise of digital library,the amount of network information data is large and easy to find,which has a great impact on the physical library.The number of users accessing physical libraries is decreasing In view of this phenomenon,the library began to pay attention to the problem of user loyalty.Firstly,this paper analyzes the theories of perceived value,loyalty and reading motivation,and summarizes the current situation of theoretical research on university library.Secondly,it took the users of a university library as the research object,and made a questionnaire survey on library users.On the basis of the classic literature of perceived value,loyalty and reading motivation,this paper put forward the research hypothesis.The writer constructed the user loyalty model which was suitable for the current research of university library.Finally,this writer analyzed the data to verify the model and analyze the factors that affect user loyalty.This study established a loyalty model based on perceived value.Through data analysis,it verifies that functional value,social value,emotional value,leisure value and convenience value have a significant impact on university library user loyalty.It also analyzed the moderating effect of users’ reading motivation between leisure value and university library users’ loyalty.Moreover,users’ reading motivation weakens the relationship between the leisure value and university library users’ loyalty.