图书情报工作 ›› 2017, Vol. 61 ›› Issue (2): 57-66.DOI: 10.13266/j.issn.0252-3116.2017.02.007

• 理论研究 • 上一篇    下一篇

高校图书馆微信公众平台用户流失行为模型及其影响因素分析

郭顺利, 张向先, 相甍甍   

  1. 吉林大学管理学院 长春 130022
  • 收稿日期:2016-11-28 修回日期:2016-12-24 出版日期:2017-01-20 发布日期:2017-01-20
  • 作者简介:郭顺利(ORCID:0000-0002-3155-9937),博士研究生,E-mail:ssguoshunli@sina.com;张向先(ORCID:0000-0003-3186-2677),教授,博士,博士生导师;相甍甍(ORCID:0000-0002-7152-5141),博士研究生

Research on the Customer Churn Behavior Model and Its Influencing Factors of WeChat Public Platform in University Libraries

Guo Shunli, Zhang Xiangxian, Xiang Mengmeng   

  1. Management School of Jilin University, Changchun 130022
  • Received:2016-11-28 Revised:2016-12-24 Online:2017-01-20 Published:2017-01-20

摘要:

[目的/意义] 构建高校图书馆微信公众平台用户流失行为模型,分析用户流失的影响因素,有助于减少高校图书馆微信公众平台的用户流失,为高校图书馆微信公众平台运营推广提供理论依据和参考建议。[方法/过程] 首先借鉴S-O-R理论构建高校图书馆微信公众平台用户流失行为模型,并结合民族志决策树方法设计访谈问卷,采用扎根理论方法抽取影响因素及各因素之间关系。然后借助解释结构方程模型分析影响因素。最后根据分析结论提出相应的对策和建议。[结果/结论] 构建高校图书馆微信公众平台用户流失行为模型和影响因素的解释结构模型,分析影响因素的层级和相互关系,指出根本原因因素、中间层因素和表象层因素,并针对各层次影响因素和分析结果提出减少高校图书馆微信公众平台用户流失的对策和建议。

关键词: 高校图书馆, 微信公众平台, 用户流失, 影响因素, 解释结构模型

Abstract:

[Purpose/significance] The construction of university library users of WeChat public platform loss behavior model, and the analysis of its influencing factors help to reduce the customer churn of university library WeChat public platform, and provide a theoretical basis and reference for the WeChat public platform operators to promote university library. [Method/process] Firstly, the paper builds user churn behavior model for WeChat public platform of university library based on S-O-R theory, designs questionnaire combined with the decision tree method of national, and extracts influence factors and the relationship between using grounded theory methods. Then the influence factors are analyzed by means of the structural equation model. Finally, the corresponding countermeasures and suggestions are put forward according to the analysis results. [Result/conclusion] The paper constructs the university library users of WeChat public platform loss model and the interpretative structural modeling, analyzes the hierarchy and relationship of influence factors, points out the basic factors, the middle layer factors and surface factors, and puts forward to reduce the loss of users of WeChat public platform of university library and countermeasures advice according to the level of influence factors and the results of the analysis.

Key words: university libraries, WeChat public platform, customer churn, influence factor, interpretative structural modeling

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