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http://dx.doi.org/10.4275/KSLIS.2020.54.4.083

The Effects of Public Library Service Using Book-Trailer on User Behavioral Reaction  

Hong, Myoung-A (성균관대학교 문헌정보학과)
Yi, Yong Jeong (성균관대학교 문헌정보학과)
Jeong, Tae-Seon (성균관대학교 문헌정보학과)
Publication Information
Journal of the Korean Society for Library and Information Science / v.54, no.4, 2020 , pp. 83-105 More about this Journal
Abstract
The study explored the extent of the effect of content book trailer services among the specialized services of the library using the latest technology. The AIDMA&AISAS model was employed to measure the seven reactions of user behavior: Attention, Interest, Search, Desire, Memory, Action, and Share. A total of 287 responses were analyzed by conducting surveys with users who had experienced book trailer services at 13 public libraries located in Incheon. The study found that there were significant differences in user behavioral reactions in all of the content genre, including message, conflict, and character, and in particular, the character genre had the highest effects, followed by conflict and message genres. However, the post-hoc test indicated that there was no significant difference between the genres of conflict and character in terms of interest, search, and user satisfaction. The present study suggests theoretical implications by assessing and confirming the effects of book trailer services of the content genre on the reactions of user behavior compared with previous studies that measured the effects of the book trailer services of the form genre, and further practical implications for effective book trailer services.
Keywords
Book Trailer; Reading Activity; User Behavior; AIDMA; AISAS; Public Library Services;
Citations & Related Records
Times Cited By KSCI : 11  (Citation Analysis)
연도 인용수 순위
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