한국문헌정보학회지 (Journal of the Korean Society for Library and Information Science)

한국문헌정보학회 (Korean Society For Library And Information Science)
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공공도서관 북트레일러 서비스가 이용자 행동반응정도에 미치는 영향

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

  • 홍명아 (성균관대학교 문헌정보학과) ;
  • 이용정 (성균관대학교 문헌정보학과) ;
  • 정태선 (성균관대학교 문헌정보학과)
  • 투고 : 2020.10.20
  • 심사 : 2020.11.14
  • 발행 : 2020.11.30
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초록

본 연구는 최신 기술을 활용한 도서관의 특화 서비스인 내용적 북트레일러 서비스가 이용자의 독서 관련 행동반응에 미치는 효과를 파악하고자 하였다. 이를 위해 AIDMA&AISAS 모델을 사용하여 주목(Attention), 관심(Interest), 탐색(Search), 욕구(Desire), 기억(Memory), 행동(Action), 공유(Share)의 7가지 이용자 행동반응을 측정하였다. 인천광역시 소재 13개 공공도서관에서 북트레일러 서비스를 경험한 이용자에게 설문조사를 실시하여 총 287명의 응답을 분석하였다. 분석 결과, 내용적 유형인 메시지 활용형, 갈등 활용형, 인물 활용형 모두 이용자 행동반응에 유의미한 차이가 있었으며, 특히, 인물 활용형이 가장 높은 영향을, 다음으로 갈등 활용형, 메시지 활용형이 영향을 끼치는 것으로 나타났다. 그러나, 사후 검정 결과 관심과 탐색, 이용자만족도에서는 갈등 활용형과 인물 활용형 간에 유의미한 차이가 발생하지 않았다. 본 연구는 외형적 유형의 북트레일러 서비스의 효과를 측정한 선행 연구들과 비교할 때, 내용적 유형의 북트레일러를 통해 이용자 행동반응을 측정하고 유의미한 효과를 확인하였다는 점에서 학문적 의의가 있으며, 더 나아가 효과적인 북트레일러 서비스에 위한 실질적인 함의를 제공하였다.

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.

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