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http://dx.doi.org/10.16981/kliss.48.201712.181

A Study on Measures to Utilize Public Libraries' Social Network Service  

Cho, Suyeon (중앙대학교 문헌정보학과)
Nam, Youngjun (중앙대학교 문헌정보학과)
Publication Information
Journal of Korean Library and Information Science Society / v.48, no.4, 2017 , pp. 181-207 More about this Journal
Abstract
The purpose of this paper is to provide values and effectiveness to libraries making a new social network service marketing model and strategy. According to study, when libraries entice library users with social network services, the users become loyal customers who give libraries long-term supports. For method of study, it establishes 15 hypotheses and proves those hypotheses with 157 responders. After inspecting hypotheses, 13 hypotheses are adopted and 3 hypotheses are dismissed. During the research, it is verified that usefulness perceived by library users is the most important factor of user satisfaction and continuous use intention which increased library users' intention to continue visiting the library. In addition, effectivness of marketing and cause are found in order of system quality, information quality, reliability, interactivity, subjective norms. In other words, the study found that library users found their information for using social network services and this attribute affects user satisfaction and ultimately continuous use intention in a positive way.
Keywords
Social Network Service; Library Marketing; Extended Technology Acceptance Model; User Satisfaction; Continuous Use Intention;
Citations & Related Records
Times Cited By KSCI : 8  (Citation Analysis)
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