Analyzing patterns of use of electronic books in a sample of Spanish undergraduates. Implications for marketing in university libraries

Academic Public Administration Studies

Analyzing patterns of use of electronic books in a sample of Spanish undergraduates. Implications for marketing in university libraries

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Title: Analyzing patterns of use of electronic books in a sample of Spanish undergraduates. Implications for marketing in university libraries
Author: Vazquez, Jose Luis; Lanero, Ana; Garcia, Maria Purificacion
Abstract: In this study, we rely on a customer oriented approach to identify undergraduates’ patterns of use of print and electronic books, just as the criteria used to choose between both reading channels. Further, we seek to analyze the suitability of academic area as a segmentation variable to identify differences in that reading behavior and define marketing strategies adapted to the needs of different groups of academic library users. In response to such aims, a survey study carried out with a sample of 400 undergraduates at a Spanish public university is described. Results show that some electronic options for information retrieval are becoming popular among undergraduates, specially Web search engines and specialized portals, whereas formal resources from the library OPAC are hardly used. In that context, criteria to select reading sources concentrate on legibility, price, credibility and currency as main determinants. Further MANOVA analysis show some statistically significant differences by academic area, particularly between Humanities and Social Sciences students and remained undergraduates within Technical, Experimental and Health disciplines. Taken together, the result of the study have some important implications in the design and implementation of marketing strategies in university libraries aimed at fostering alternative reading offer among students.
URI: http://www.apas.admpubl.snspa.ro/handle/2010/402
Date: 2011-08-05


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