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[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。
[Purpose / Significance] To construct the user loss behavior model of WeChat public platform in university library and analyze the influencing factors of user loss, which will help reduce the loss of users in WeChat public platform of university library and provide a theoretical basis for the operation promotion of WeChat public platform in university library And reference suggestions. [Methods / Processes] Firstly, we use the theory of S-O-R to construct the user loss behavior model of WeChat public platform in university library, and design an interview questionnaire based on ethnography decision tree method, and use the grounded theory method to extract the influencing factors and the relationship among the various factors. Then the influencing factors are analyzed by means of explaining structural equation model. Finally, according to the conclusions of the analysis, the corresponding countermeasures and suggestions are put forward. [Results / Conclusion] This paper constructs an explanatory structural model of users’ turnover behavior model and influencing factors in the WeChat public platform of university library, analyzes the levels and interrelations of the influencing factors, and points out the underlying factors, the middle layer factors and the apparent layer factors. Influencing factors and analysis results put forward countermeasures and suggestions to reduce the loss of users in the Weibin public platform of university libraries.