Research On The Factors Influencing The Continued Use Intention Of WeChat Public Account Users In Guizhou University Librarie

In recent years,with the increase of We Chat users,the number of We Chat official account has also grown rapidly,allowing many media,enterprises and even individuals to open their own We Chat official account.I have set up my own tweets and services to attract the attention of demand users and increase my influence.With the development of the network,university libraries have also started to set up their own We Chat official account.It is also an inevitable choice for university libraries to open We Chat official account.For long-term development,it is essential whether users are willing to continue using the service.Users must be willing to continue to use the services of university library’s We Chat official account,so as to improve the overall service level and efficiency of university library’s We Chat official account according to users’ opinions and suggestions.This will also make the services of university libraries more comprehensive.In order to help university libraries in Guizhou understand their users’ needs more accurately,university libraries can formulate corresponding measures to provide users with demand and various information services,which can improve the service quality of Guizhou university libraries’ We Chat official account to users.Therefore,it is necessary to conduct relevant research on the factors that affect the sustainable willingness of users of the We Chat official account of Guizhou university libraries.The main content of this paper is the influencing factors of the continuous use intention of the users of the We Chat official account of Guizhou University Library.This article first reviewed and organized relevant literature at home and abroad,and used literature analysis methods to gain a deep understanding of the relevant theories,in order to identify the research perspective and application model of this article.Secondly,a small interview was conducted with the users of the We Chat official account of Guizhou University Library,and the interview results were encoded using the grounded theorem to understand the various factors that affect the users’ willingness to use continuously,and the corresponding theoretical framework was established.Combining the technology acceptance model,information system success model,and user continuous use model,seven variables are obtained,including system quality,information quality,service quality,perceived usefulness,perceived ease of use,satisfaction,and continuous use intention.This paper establishes the influencing factor model of the continuous use intention of the users of the We Chat official account of Guizhou university libraries,and makes relevant assumptions on it.This article uses empirical research methods,using existing mature scales for questionnaire design,and conducts surveys through the internet and other channels.This article collected a total of 304 valid survey questionnaires and used SPSS and AMOS software to verify and analyze the reliability,validity,and structural equation model of the survey results,verifying the hypothesis of this article.Research has found that perceived usefulness has no significant positive impact on willingness to continue using.Other relevant research hypotheses have been validated,except that this hypothesis is not valid.According to the research results of this paper,we can put forward targeted countermeasures and suggestions to improve the service of Guizhou University Library’s We Chat official account.At the same time,the research on the continuous use of We Chat official account and users of Guizhou University Library has been supplemented and improved.