A Study on the Relationship between Perceived Value and Behavioral Intention of Wechat Official Account: Library of Sichuan University as an Example

WeChat official account is an important link between university libraries and readers. This study introduces the theory of perceived value and takes the WeChat official account of the library of Sichuan University as the research object. Questionnaires are distributed, SPSS21.0 and AMOS21.0 employed and a structural equation model constructed to analyze the impact of perceived value on the continuous use of WeChat official account. As the result shows, perceived value has a significant positive impact both on readers' intention to continue using WeChat official account and on reader satisfaction, which in return will prompt them to continue to use it. Based on these findings, this paper puts forward three suggestions, namely, providing high-quality content to attract readers, optimizing service functions and increasing reader stickiness, and paying attention to user privacy.