A Study on the Influence of User Perceived Value on Satisfaction and Behavioral Intention of University Campus Bookstores
[Purpose/significance]An empirical study on user satisfaction and behavioral intention of campus bookstores from the perspective of user perceived value can better understand the user characteristics of campus bookstores and promote the development and construction of campus bookstores.[Method/process]Based on the theory of perceived value,this paper constructs a model of influen-cing factors affecting user satisfaction and behavioral intention of college campus bookstores by means of questionnaire survey and struc-tural equation model.[Result/conclusion]Perceived cost plays a key role in the satisfaction and behavioural intention of campus book-stores users,and emotional value and social value also influence user satisfaction.Users satisfaction of campus bookstore positively af-fects behavioral intention,and has a mediating effect between perceived value and behavioral intention.Therefore,the sustainable devel-opment path of campus bookstores is proposed from the aspects of improving the core competitiveness of campus bookstores,focusing on the user experience of campus bookstores,enriching the supply of campus bookstore products and services,and giving full play to the reading attributes and values of campus bookstores.
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