Research On The Use Intention Of The Audience Of Guangxi Digital Rural Library

The victory of the anti-poverty campaign and the implementation of the rural revitalization strategy provide the material basis and practical requirements for rural reading,Promoting rural reading is one of the difficulties in developing reading for all.As a rural public welfare cultural service facility for farmers,the rural library has played an important role in improving farmers’ cultural level and enriching their cultural life to a certain extent since its launch in 2007.With the development of digital network technology and the shortcomings of traditional rural library,digitalization has become an inevitable choice for the upgrading of rural library.As the largest and only digital reading platform in Guangxi,Guangxi Digital Rural Library,which was officially launched on January 11,2020,can interact with multiple screens such as TV,mobile phones and Pads,it not only carries the mission of 15143 entity rural library,but also has the possibility to surpass the traditional library and digital reading in function and orientation.As a multi-functional platform based on digital reading,Guangxi digital rural library can only play its role if it is favored by the audience.Therefore,to understand how the audience perceives it,it is an important work to find out the influence factors of the audience’s intention to use.Based on the UTAUT2 in the model of technology acceptance theory,according to the characteristics of the research object,this paper eliminates the two variables of habit and price value,and introduces the theory of media availability and the theory of use and satisfaction,constructing a theoretical research model of influencing factors on the use intention of the audience of Guangxi digital rural library.The sample data were collected through questionnaire survey,and the empirical analysis was carried out with SPSS and Amos Software to test the theoretical model and research hypothesis.The results show that performance expectations,social availability and convenience conditions have significant positive effects on user intention,gender,age,educational background and occupation have different moderating effects on the influencing factors and intention to use.