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

  • Journal of the Korean Society for Library and Information Science
  • 2020, 54(4), pp.83-105
  • DOI : 10.4275/KSLIS.2020.54.4.083
  • Publisher : 한국문헌정보학회
  • Research Area : Interdisciplinary Studies > Library and Information Science
  • Received : October 20, 2020
  • Accepted : November 14, 2020
  • Published : November 30, 2020

Myoung-A Hong 1,  YI, YONG JEONG 1,  Tae-Seon Jeong 1

1성균관대학교 문헌정보학과

Excellent Accredited

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.

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