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

Korean Society For Library And Information Science (한국문헌정보학회)
권호 표지
DOI QR코드

DOI QR Code

Librarians' Intention and Behaviors for Providing Podcasts and YouTube Services: An Application of Extended Technology Acceptance Model

도서관 팟캐스트와 유튜브 서비스에 대한 사서의 제공 의도와 제공 행위 연구 - 확장된 기술수용모델의 적용 -

  • 안은지 (충남대학교 일반대학원 문헌정보학과) ;
  • 오상희 (충남대학교 문헌정보학과)
  • Received : 2021.10.18
  • Accepted : 2021.11.15
  • Published : 2021.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study investigated the perceptions of librarians about Podcast and YouTube services in libraries. The study was designed by applying the Extended Technology Acceptance Model. Librarian's personal, organizational, and social awareness of library Podcast or YouTube services and the degree of understanding of users and their needs on services were mediated by perceived usefulness or ease of services= and influenced to having intentions and providing the services. First, we investigated the types of Podcast and YouTueb services provided by 39 libraries in Korea. Also, we collected data using an online survey method from 181 librarians and conducted hierarchical multiple regression analysis. Findings showed that libraries are using Podcast and YouTube appropriately considering features and functions of media, mainly for library event information/promotion, library programs, book recommendations, and author (librarian) lectures or interviews. Organizational or social awareness of librarians, i.e., library educational support, human resource supports, librarian recognition, job-related features, and understanding of user perceptions and needs, influenced the intention to provide library services. Also, there was a difference in perceived usefulness and ease of services between librarians who provided Podcast and YouTube services and those who did not. We expect that findings could be used as references to understand and support various aspects of librarians in charge of developing and providing Podcast or YouTube services in libraries.

본 연구는 도서관에서 근무하는 사서의 팟캐스트와 유튜브 서비스의 개발과 제공에 대한 인식을 조사하기 위해 수행되었다. 확장된 기술수용모델을 적용하여 연구를 설계하였으며, 도서관 팟캐스트나 유튜브 서비스에 대한 사서의 개인적, 조직적, 사회적 인식과 이용자에 대한 이해의 정도가 서비스에 대한 유용성이나 용이성에 대한 인식을 매개로 서비스 제공 의도나 제공 행위에 어떻게 영향을 미치는지 알아보았다. 우선 국내 팟캐스트나 유튜브 서비스를 제공하고 있는 39개의 도서관에서 제공하고 있는 서비스의 유형을 조사하였고, 총 181명의 사서를 대상으로 온라인 설문 방법을 이용하여 데이터를 수집하고 위계적 다중회귀분석을 실시하였다. 그 결과, 도서관에서는 주로 도서관 행사 안내/홍보, 도서관 체험 프로그램, 도서 추천, 저자(사서) 강연과 북 토크 등에 팟캐스트와 유튜브를 미디어의 특성에 따라 적절히 활용하고 있는 것으로 나타났다. 또한, 사서들은 개인적 특성보다는 조직적 혹은 사회적 특성, 즉 도서관의 교육지원, 인력지원, 사서 인식, 직무 특성, 이용자 인식이나 요구에 대한 이해가 도서관 서비스 제공 의도에 영향을 미치는 요인으로 밝혀졌다. 또한 팟캐스트와 유튜브 서비스를 제공하고 있는 도서관의 사서들과 제공하고 있지 않은 사서들 간에 서비스들에 대한 인지된 유용성과 용이성에 차이가 있었다. 본 연구의 결과는 도서관에서 팟캐스트나 유튜브 서비스 콘텐츠 개발이나 제공에 있어 사서 지원의 다양한 관점을 이해하고 지원하는 기초자료로 활용되기를 기대한다.

Keywords

References

  1. Kim, Sung-Jin (2014). Factors influencing the intention to use mobile services in academic libraries. Journal of the Korean BIBLIA Society for Library and Information Science, 25(1), 85-105. https://doi.org/10.14699/KBIBLIA.2014.25.1.085
  2. Kim, Hee-Jeong (2014). Case Study of Overseas Library Information Services using Social Media. Digital library, 74, 14-24.
  3. Kim, Hwi-Chul (2012). SNS, Put Wings on the Library: Library Information Service Using SNS. Gyeonggi-do: Gyeonggi-do Cyber Library.
  4. Ro, Ji-Yoon & Noh, Young-Hee (2020). A study on methods for activationg libraries' YouTube channel. Journal of the Korean Society for Information Management, 37(3), 1-24. https://doi.org/10.3743/KOSIM.2020.37.3.001
  5. Park, Jung-Yi, Lim, Ji-Eun, & Hwang, Jang-Sun (2018). Communication strategies of YouTube brand channel contents. The Korean Journal of Advertising and Public Relations, 20(2), 95-151. https://doi.org/10.16914/kjapr.2018.20.2.95
  6. Park, Tae-Yeon & Oh, Hyo-Jung (2020). A study on library service in the post-COVID era through issues on media. Journal of Korean Library and Information Science Society, 51(3), 251-279. https://doi.org/10.16981/KLISS.51.3.202009.251
  7. Park, Hee-Jin, Kim, Jin-Mook, & Cha, Sung-Jong (2021). A study on the evaluation of public libraian's core competency vlaue. Korean Biblia Society for Library and Information Science, 32(1), 355-360.
  8. Byeon, Hoi-Kyun & Cho, Hyun-Yang (2014). A study on the school librarian's awareness of task process using social network services. Journal of Korean Library and Information Science Society, 45(1), 27-49. https://doi.org/10.16981/KLISS.45.1.201403.27
  9. Song, Jung-Eun & Jang, Won-Ho (2013). The spread of hallyu with the participation of YouTube users. The Journal of the Korean Society of Contents, 13(4), 155-169.
  10. Shin, Jung-A (1998). A Study on Information Technology Acceptance in University Libraries. Master's thesis, The Graduate school of Library and Information Science, YonSei University.
  11. Oh, Dae-Young (2017). Effects of demographic features, use motives and personality of audience on usage of YouTube. Journal of Communication Science, 17(4), 122-162. https://doi.org/10.14696/jcs.2017.12.17.4.122
  12. Oh, Eun-Hae (2012). A study on main features of SNS affecting SNS user acceptance decision. Management Information Systems Review, 31(3), 47-73. https://doi.org/10.29214/damis.2012.31.3.003
  13. Yoon, Hee-Yoon (2020). Libraries Statistics (5). Ministry of Culture.
  14. Lee, Mi-Sun (2018). Study on Local Public Library Service Using Podcast: Focus on Yulmok Library. Master's thesis, The Graduate school of Library Information Science, InCheon University.
  15. Lee, Eun-Hee & Lee, Jee-Yeon (2011). A study on user perception of public library information service using smart phones. Journal of the Korean Society for Information Management, 28(3), 377-392. https://doi.org/10.3743/KOSIM.2011.28.3.377
  16. Lee, Jung-Seob & Jang, Si-Yeong (2003). Users' acceptance of information systems in extended technology acceptance model. Korean Management Review, 32(5), 1415-1451.
  17. Lee, Hyo-Bin, Yoo, Dong-Seung, Jang, Sam-Yeon, & Kim, Gyu-Hwan (2013). A study on the effectiveness of social network service (SNS) introduction in university libraries. Proceedings of the Conference of Korean Library and Information Science Society, 165-172.
  18. Lim, Jung-Hyun (2012). A Study on the promoting of Social Network Services for Academic Libraries. Master's thesis, The Graduate School of Library and Information Science, Ewha Womans University.
  19. Lim, Hyun-Woo & Bae, Tae-Woong (2018. 8. 1). Instead of searching the portal, you can use YouTube. If you have any questions, touch YouTube. Korean Economy, p. 4. https://www.hankyung.com/it/article/2018080117701
  20. Chung, Ok-Kyung & Lee, Mi-Sun (2017). A study on the korean public library service using podcast. Journal of the Korean Biblia Society for Library and Information Science, 28(4), 247-268. https://doi.org/10.14699/KBIBLIA.2017.28.4.247
  21. Jeong, Yun (2014). A Study on the Perception of Librarian about U-Library Service: Focused on a Public Library. Master's thesis, The Graduate School of Library and Information Science, Chonnam National University.
  22. Jung, Jong-Kee (2010). A study on the library services by 'Podcast' information communication technology based on web 2.0 in U.S.A. Journal of Korean Library and Information Science Society, 41(1), 99-120.
  23. Cho, Su-Yeon (2018). A Study on the Role of Social Network Services as Public Relations Tools for Public Libraries. Doctoral dissertation, Graduate School of Library Science and Information Services, ChungAng University.
  24. Cho, Hyung-Joo (2013). A Study on Using Podcasting as a Tool for Korean Culture Education. Master's thesis, The Graduate School of Education, KyungHee University.
  25. Choi, Yeon-Jin (2013). A Study on Activating Social Network Services for Public Libraries in Korea. Master's thesis, The Graduate School of Library and Information Science, Ewha Womans University.
  26. Choi, Hyang-Ok (2020). A Study on the Factors of Adoption of E-book to School Library in non-face-to-face situations: Focusing on the expanded technology acceptance model. Master's thesis, The Graduate school of Mass Communication and Media Education, SoGang University.
  27. Choi, Hong-Seop (2020.4). Changes in the Business Environment After the COVID-19 Pandemic [Interview].
  28. Abboudi, H., Mikhail, M., Ghazal-Aswad, M., Michael, M., & Pope, A. (2016). YouTubeTM as a source of patient information for ureteroscopy. Journal of Clinical Urology, 9(4), 248-251. https://doi.org/10.1177/2051415815627915
  29. Adams, D., Nelson, R., & Todd, P. (1992). Perceived usefulness, ease of use and usage of information technology: a replication. MIS Quarterly, 16(2), 227-247. https://doi.org/10.2307/249577
  30. Ajzen, Fishbein, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
  31. Barnes, N. (2007). Using podcasts to promote Government documents collections. Library Hi Tech, 25(2), 220-230. https://doi.org/10.1108/07378830710754983
  32. Baron, R. M. & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173
  33. Boyd, D. M. & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.
  34. Bugeja, M. (2005). The medium is the moral. Retrieved July 26, 2006, from the World Wide Web: http://www.insidehighered.com/views/2005/05/20/tech.
  35. Chua, A. Y. & Goh, D. H. (2010). A study of Web 2.0 applications in library websites. Library & Information Science Research, 32(3), 203-211. https://doi.org/10.1016/j.lisr.2010.01.002
  36. Colburn, S. & Haines, L. (2012). Measuring libraries' use of YouTube as a promotional tool: an exploratory study and proposed best practices. Journal of Web Librarianship, 6(1), 5-31. https://doi.org/10.1080/19322909.2012.641789
  37. Constantinides, E. (2014). Foundations of social media marketing. Procedia-Social and Behavioral Sciences, 148, 40-57. https://doi.org/10.1016/j.sbspro.2014.07.016
  38. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
  39. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003. https://doi.org/10.1287/mnsc.35.8.982
  40. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace 1. Journal of Applied Social Psychology, 22(14), 1111-1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
  41. Egea, J. M. O. & Gonzalez, M. V. R. (2011). Explaining physicians' acceptance of EHCR systems: An extension of TAM with trust and risk factors. Computers in Human Behavior, 27(1), 319-332. https://doi.org/10.1016/j.chb.2010.08.010
  42. Kim, Y. H., Lee, D., Han, N. G., & Song, M. (2014). Exploring characteristics of video consuming behaviour in different social media using K-pop videos. Journal of Information Science, 40(6), 806-822. https://doi.org/10.1177/0165551514551498
  43. Harun, N. H. & Endin, M. Z. (2014). Understanding e-book acceptance through Technology Acceptance Model (TAM model), In 2014 2nd International Conference on Information and Communication Technology (ICoICT), 122-126.
  44. Hurley, C., Chen, S., & Karim, J. (2005). YouTube. http://www.youtube.com/, Accessed 1 Sept 2013.
  45. Igbaria, M. (1993). User Acceptance of Microcomputer Technology: An Empirical Test. Omega, 21(1), 73-90. https://doi.org/10.1016/0305-0483(93)90040-R
  46. King, D. L. & Brown, S. W. (2009). Emerging trends, 2.0, and libraries. The Serials Librarian, 56(1-4), 32-43. https://doi.org/10.1080/03615260802672452
  47. Lee, D. (2006). marketing 101: iPod, You-pod, We-pod: Podcasting and Marketing Library Services. Library Leadership & Management, 20(4), 206-208.
  48. Little, G. (2011). The revolution will be streamed online: academic libraries and video. The Journal of Academic Librarianship, 37(1), 70-72. https://doi.org/10.1016/j.acalib.2010.10.009
  49. Luo, L., Wang, Y., & Han, L. (2013). Marketing via social media: a case study. Library Hi Tech, 455-466.
  50. Nunally, J. C. & Bernstein, I. H. (1978). Psychometric theory. McGrawHill, New York.
  51. Parthasarathy, M. & Bhattacherjee, A. (1998). Understanding post-adoption behavior in the context of online services. Information Systems Research, 9(4), 362-379. https://doi.org/10.1287/isre.9.4.362
  52. Shoham, M. D., Arora, A. B., & Al-Busaidi, A. (2013). Writing on the Wall: An Online Community of YouTube Patrons as Communication Network or Cyber-Graffiti?. In 2013 46th Hawaii International Conference on System Sciences, 3951-3960.
  53. Venkatesh, V. & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
  54. Venkatesh, V., Davis, F., & Morris, M. G. (2007). Dead or alive? The development, trajectory and future of technology adoption research. Journal of the Association for Information Systems, 8(4), 267-286. https://doi.org/10.17705/1jais.00120
  55. Waldron, J. (2013). YouTube, fanvids, forums, vlogs and blogs: Informal music learning in a convergent on-and offline music community. International Journal of Music Education, 31(1), 91-105. https://doi.org/10.1177/0255761411434861
  56. Webb, P. L. (2007). YouTube and libraries: it could be a beautiful relationship. College & Research Libraries News, 68(6), 354-355. https://doi.org/10.5860/crln.68.6.7815