Abstract：Using the technology acceptance model(TAM) and the stimulusorganismresponse (SOR)model as the research framework, the digital reading live promotion characteristics (interactivity, vividness and professionalism) of university libraries as the external stimuli, perceived usefulness and perceived ease of use as internal perceptions, and willingness to adopt as a behavioral response, the paper establishes the mechanism model for the influence of digital reading live promotion features of university libraries on user's willingness to adopt. Through questionnaire surveys and structural equation model analysis, it is found that the interactivity and professionalism of digital reading live broadcast promotion has a significant positive effect on user's perceived usefulness, among which professionalism has a greatest impact; the interactivity, vividness and professionalism of digital reading live broadcast promotion has a significant positive effect on user's perceived ease of use, of which professionalism has a greatest impact; the interactivity, vividness and professionalism of digital reading live broadcast promotion all has a significant positive effect on user's willingness to adopt, of which vividness has a greatest impact; perceived usefulness and perceived ease of use has a significant positive effect on user's willingness to adopt, and the perceived ease of use has a greater impact. Thus, it clarifies the influencing factors of the effectiveness of digital reading live broadcast promotion, and puts forward suggestions for improving the efficiency of digital reading live broadcast promotion services in university libraries.
刘晓莉 张雷. 高校图书馆数字阅读直播推广有效性影响因素研究[J]. 图书馆工作与研究, 2021, 1(10): 65-73.
Liu Xiaoli, Zhang Lei. Research on the Influencing Factors of the Effectiveness of Digital Reading Live Promotion in University Library. Library Work and Study, 2021, 1(10): 65-73.
