圖書館電子書推廣策略之研究 : 以淡江大學為例

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Title:	圖書館電子書推廣策略之研究 : 以淡江大學為例
Other Titles:	A study on the promotion strategy of library's e-book services : a case study of the Tamkang University
Authors:	唐雅雯;Tang, Yi-Wen
Contributors:	淡江大學資訊與圖書館學系碩士班歐陽崇榮;Ouyang, James C.
Keywords:	電子書;大學圖書館;推廣策略;行銷活動;E-book;University library;Promotion Strategy;Marketing Activities
Date:	2017
Issue Date:	2018-08-03 14:55:40 (UTC+8)
Abstract:	大學圖書館為保存與管理書籍的場所，其提供學術電子書服務的主要目的為支援使用者進行學術研究、課業輔導、休閒娛樂及加強學習等活動。有研究者認為電子書的使用及接受程度是可能改變的，而推廣方式可作為形塑閱讀偏好的工具，因此，本研究透過紙本問卷調查及焦點團體座談的方式，用以探討圖書館電子書推廣策略對大學生的影響。研究目的包括：(1)瞭解大學生的電子書使用經驗；(2)探究影響大學生閱讀圖書館電子書的要素；(3)探究圖書館電子書推廣策略對大學生的幫助性，其中，本研究將電子書推廣策略分為「傳統行銷」、「網路服務」、「活動行銷」及「教育策略」四大構面進行調查及探究。　本研究結果顯示 (1)多數學生會搜尋及選擇閱讀電子書，但是半數以上學生表示很少閱讀圖書館電子書。 (2)讀者越來越習慣或接受閱讀電子書，並且更加期待獲得電子書的取用資訊。 (3)根據「使用經驗」，「內容主題」及「目的性」，瞭解影響學生閱讀圖書館電子書的要素。 (4)整體學生認為推廣策略中，以「網路服務」的幫助性最高。 (5)無使用經驗者認為推廣策略中，以「活動行銷」的幫助性最高。 (6)有使用經驗者認為「教育策略」優於「活動行銷」。 This study uses questionnaire and focus group as research methods. Following are 3 main study purposes: (1)Understanding the experiences of students using e-books, (2) Exploring the factors affecting students'' reading of library e-books, (3)Exploring the effects of promotion strategy of libray’s e-book services for students. In addition, this study divides the e-book promotion strategy into “traditional marketing,” “internet service,” “marketing activity” and “education strategy”. The conclusions of this study could be summarized as follows : (1) Most students will search and choose to read e-books, but more than half of respondents indicated that they rarely read library e-books. (2) Students are more and more accustomed to or accept reading e-books, and look forwards to having access to e-book information. (3) Analyze elements that affect students'' reading of e-books in the library, based on “experience,” “content topic” and “purpose”. (4) Students show that the library promotion strategy has the highest degree of effect in “internet service”. (5) Students without library e-books reading experience indicate that “marketing activity” is the most helpful tool of promotion strategy. (6) Students with library e-books reading experiences think that “education strategy” is better than “marketing activity”.
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