User churn behavior model of rural public digital cultural services: an empirical study in China

Abstract

Purpose

This study aims to reveal the influencing factors of user churn behavior and explore how these factors influence user churn behavior of rural public digital cultural services (RPDCS), and then, to provide the avoidance strategies for user churn behavior of RPDCS.

Design/methodology/approach

Combined with the stimulus–organism–response theory and cognitive load theory, this study constructed a mixed model of user churn behavior. Data collected through online and offline questionnaire survey were tested using the partial least squares structural equation modeling approach, and finally, the authors proposed a user churn behavior model of RPDCS.

Findings

The results indicate that the environmental stimulus factors of RPDCS affected user churn behavior via user organism factors. This study suggests that administrators should pay more attention to the information demand of users and strengthen the effective supply of RPDCS. Meanwhile, it is necessary to improve the information literacy of rural users to restrain the user churn behavior and improve the effectiveness of RPDCS.

Originality/value

The research findings on the influencing factors of user churn behavior shed light on the user churn behavior in public digital cultural services, add new knowledge to the construction of the public cultural services system and provide empirical evidence for how to improve the utilization and effectiveness of RPDCS.

Citation

Wang, M., Hua, Y., Sun, H.L., Chen, Y. and Jiang, L. (2022), "User churn behavior model of rural public digital cultural services: an empirical study in China", Library Hi Tech, Vol. 40 No. 5, pp. 1267-1288. https://doi.org/10.1108/LHT-09-2020-0243