Factors Influencing Undergraduate Students' Attitude and Behavioral Intention to Use Library Social Media in Sichuan, China

Long Xia

Authors

Long Xia

Keywords:

Influencing Factors, Attitude, Behavioral Intention, Library Social Media

Abstract

Purpose: This study examines the factors influencing undergraduate students' behavioral intentions to utilize library social media services in China, focusing on Academic Library WeChat Official Accounts (ALWCOA). Research design, data, and methodology: By integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) with the Theory of Reasoned Action (TRA) and the Decomposed Theory of Planned Behavior (DTPB), this research introduces trust and compatibility as new variables. Data were collected from 500 undergraduates with over a year of experience using these services and analyzed through Structural Equation Modeling (SEM). Results: The results confirm that all hypotheses are supported, demonstrating positive and significant effects. Specifically, behavioral intention is directly influenced by performance expectancy, effort expectancy, and social influence. additionally, trust and compatibility impact behavioral intention indirectly through the mediator of attitude. Social influence emerged as a direct predictor of behavioral intention, highlighting the importance of peer and societal factors in technology adoption. though an indirect factor, trust is vital in shaping positive attitudes toward ALWCOA usage. Conclusions: These findings underscore the necessity of creating a trustworthy environment and leveraging social networks to enhance user engagement. This research extends the UTAUT model's application to Academic Library WeChat Official Accounts, offering novel insights into user-centered design and operational strategies.

Author Biography

Long Xia

Ph.D. Candidate in Information Technology, Vincent Mary School of Science and Technology, Assumption University, Thailand.

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