A study on the influence factors of the university library service image based on SEM

Abstract

In this paper, we have discussed and analyzed the impact on the university library service image using questionnaire data of the college students in Zhejiang Area based on the Structural Equation Model (SEM). The determinants include the service time, the service consciousness, the service space and the service attitude. And not only that, but this study put forward tactics for the improve university library service image based on this paper's result. Since 1996, China's Cultural Studies Library continues to heat up, many published articles, which greatly enriched the theoretical system of library science, provides a solid theoretical basis on the construction of the library culture and the development of the library. But as personnel training and scientific research base of university library, service should be regarded as its vocation and reflect scientific and social value with its unique diversity of literature books and the richness of data . But now, the image of university libraries in the service can not meet the demand to maintain a competitive advantage and sustainable development so far. Therefore, this paper will start from the basis of the service image of university library factors as the breakthrough point, according to the sample of 200 investigation data of Zhejiang Higher Education Park, 7 colleges and universities to empirical research the elements which will influence the impact of the university service image through structural equation model in the points of perspective of service consciousness, service hours, service space and service attitude. 1. The influence factors of library service image Anne F. Roberts et al.,(1989) considered that the library service image is the sum of unique values, behavior, management style, library spirit, ethics which gradually develop under the certain social and historical context during the long term management of activities to service for readers. It is subject to common underlying ideology of material culture, behavior, institutional culture and all librarians . Qin Qiwen(2004) believes that the image of university library services should be defined by three dimensions from the relationship of subject, object to subject and object. Subject, service image of university library is the library staff of the service intension and service attitude. Object, service image of university libraries is the overall appraisal and impression of the university teachers and students to staff service intension and service attitude. On the basis of the literature, there are four component elements of the service image of university library: service time, service space, service intension and the service attitude. The service time refers to the time when the library provides service. The service space refers to material carrier of university library building, facilities, equipments, books, furnishings and other services. The service consciousness refers to the staffs’ enthusiasm and intension as well as their mental preparation to do better work. The service attitude refers to the staffs’ attitude and behavior performance during the process for serving. 2nd International Conference on Science and Social Research (ICSSR 2013) © 2013. The authors Published by Atlantis Press 32 2. An empirical analysis of factors affecting the service image library based on SEM 2.1 Structural equation modeling (SEM) analysis process.Structural equation model integrates path analysis, confirmatory factor analysis test and general statistical method, which can analyze the causal relationship between variables, including the advantages of factor analysis and path analysis. At the same time, it remedies the defect of factor analysis without being restricted by the assumptions of path analysis because of the consideration of the error factors. Generally speaking, structural equation model consists of three equations: η=Bη+Гξ+ζ. (2-1) y=Λyη+e. (2-2) x=Λxξ+σ. (2-3) The structural equation model above consists of the measurement model and structural model. Equation (2-1) is a structural model, (2-2) and (2-3) is a measurement model. Structural model explains the causal relationship between potential exogenous variables and latent endogenous variables, which is expressed in graphical form called road map. Γ is structure coefficient matrix, ξ is potential exogenous variable matrix,η is latent endogenous variable matrix, B is the coefficient of structural models in η, ξ is residual value. The measurement model illustrates the relationship between potential η, ξand measurement of variables y and x. In the equation (2-2), y is a matrix measured variables of η ; Λy, the measurement of coefficient matrix, expresses the relationship between potential endogenous variable matrix η and its measurement variable y; η is latent endogenous variable matrix; e is a matrix of measurement equation residuals. In the equation (2-3), x is a matrix of measured variables of ζ; Λx is measurement of coefficient matrix, which expresses the relationship between potential exogenous variable matrix ξ and its measurement variable x, ξ is potential exogenous variable matrix; σ is a matrix of measurement equation residuals. The Data processing software used in this paper is AMOS7. 2.2 Data selection and variable definitions.In order to understand the factors influencing service image of our library, questionnaire surveys outline are designed from the points in service attitude, service spaces, service time and service intension, and more than 200 college students from seven universities in Zhejiang Higher Education Park(Zhejiang Gongshang University, Zhejiang University of Finance and Economics, Hangzhou Normal University, Zhejiang Sci-Tech University, Hangzhou Dianzi University, China Jiliang University) participated in this survey and exchange with iedas. Summary information is shown in Table 1. Table 1 Frequency survey data analysis table N o. questions Very satisfied Satisfied General Poor Very Poor Total Service attitude a 1 Friendly and helpful staff copies 40 60 47 40 13 200 % 20 30 23.5 20 6.5 100 a 2 Staff have the patience copies 40 40 64 44 12 200 % 20 20 32 22 6 100 a 3 Understand the reader needs copies 80 26 48 34 12 200 % 40 13 24 17 6 100 Service time a 4 Provide real-time service copies 34 41 53 38 34 200 % 17 20.5 26.5 19 17 100 a 5 the satisfaction of the open time copies 44 33 46 61 16 200 % 22 16.5 23 30.5 8 100 a 6 Opening hours during the holidays copies 33 64 59 31 13 200 % 16.5 32 29.5 15.5 6.5 100 Service space a 7 beautiful library construction copies 72 71 31 19 7 200 % 36 35.5 15.5 9.5 3.5 100 a Orderly copies 59 68 47 13 13 200