Analysis Of Factors Influencing Deep Reading Behavior Of Micro-media Users In University Librarie

With the rapid development of the new generation of mobile Internet technology,the Micro Media platform represented by We Chat,Weibo and Micro Media is increasingly favored by Internet users.In recent years,many domestic university libraries have set up their own We Chat official account,Weibo,and Micro Media to provide convenient information services for their Micro Media users.At the same time,many users read deeply through the platform,and the Micro Media platform of university library is playing a positive role in promoting the reading promotion activities of university library as a new reading platform.This study attempts to take college students as the research object,explore the influencing factors of college students’ deep reading behavior under the Micro Media environment from the university library level,and analyze the relationship between university library’s Micro Media and users’ deep reading behavior.It provides valuable reference for university libraries to carry out reading promotion activities through the Micro Media platform.In recent years,domestic and foreign scholars have mainly studied various influencing factors of deep reading behavior of university library students through different analytical methods and based on different theoretical models;The research on Micro Media in university libraries mainly focuses on the selection and comparison of Micro Media in libraries,the technology and functions of Micro Media platforms,and the content and services of Micro Media.However,there are still few studies that combine deep reading behavior of users with Micro Media in university libraries and apply them to practice,and relevant research is also lacking in depth.Therefore,this study combines university library Micro Media and user deep reading behavior,and explores the influencing factors of university library Micro Media user deep reading behavior through questionnaire survey,providing reference for building and improving university library Micro Media platform.This study uses UTAUT model theory,MOA model theory,and perceived risk theory as theoretical foundations to construct a model of influencing factors on deep reading behavior of Micro Media users in university libraries.Taking Micro Media users from major university libraries across the country as the research object,after designing a questionnaire and completing a pre survey,the questionnaire was distributed and retrieved online through the "Questionnaire Star" platform.A total of 426 valid samples were collected.SPSS and AMOS were used to analyze the questionnaire data and test the structural equation model,thereby verifying the research hypothesis.The study found that performance expectancy,effort expectancy,social influence,and information quality have a significant positive correlation with the deep reading intention of university library Micro Media users,and performance expectancy,effort expectancy,social influence,and information quality indirectly affect the deep reading behavior through the intermediary variable of deep reading intention;facilitating conditions and reading ability directly and positively affect users’ deep reading behavior;The impact of perceived risk is not significant.Aiming at the problems existing in the Micro Media reading service of university libraries,this paper gives strategies and suggestions for university libraries to carry out depth reading activities based on the Micro Media platform from six aspects: performance expectancy,effort expectancy,social influence,information quality,facilitating conditions and reading ability.