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Research on the Customer Churn Behavior Model and Its Influencing Factors of WeChat Public Platform in University Libraries
Received date: 2016-11-28
Revised date: 2016-12-24
Online published: 2017-01-20
[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.
Guo Shunli , Zhang Xiangxian , Xiang Mengmeng . Research on the Customer Churn Behavior Model and Its Influencing Factors of WeChat Public Platform in University Libraries[J]. Library and Information Service, 2017 , 61(2) : 57 -66 . DOI: 10.13266/j.issn.0252-3116.2017.02.007
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