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Information Search Behavior and Utilization of Digital Library for Innovative Consumers
Chang, Livia Chia-Yen
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Digital libraries were a way for traditional libraries to utilize technology in digitalizing collections as well as providing services. The demand for services provided by digital libraries has been increasing, and users have diversified needs for information search using digital libraries. Since innovative consumers were unique in product and service marketing due to the roles innovative consumers play in diffusion of innovation. Innovative users of digital libraries are imperative for service improvement and information dissemination, especially at the stage of launching new services in digital libraries. Realizing how users perceive digital libraries and the services they need could be beneficial for digital libraries to improve the service quality.
This study was undertaken to examine the linkage of consumer innovativeness and digital library usage through information search, and further to reveal the relationship between consumer innovativeness and technology readiness. Illegal downloading was considered in this study to analyze whether user innovativeness of digital libraries had an impact on illegal downloading of digitalized materials. The research survey was administered in December 2007 on campuses in four universities in Taipei, and the valid samples were 420. The Domain Specific Innovativeness (DSI) scale was used in the study to segment respondents into various cluster of innovativeness in digital library usage.
The findings in this study indicated that 8.34% of digital library users could be classified as innovative users. They were frequent users and were familiar with services provided by digital libraries. Respondents with higher levels of innovativeness tended to search more information in e-theses, e-books, databases, and multimedia files, and were likely to download more materials from digital libraries. Innovative users' attitudes toward technology readiness in digital libraries tended to be positive, and they were willing to embrace new technology services. User innovativeness was positively related to illegal downloading. For innovative users, they were prone to obtain unauthorized materials and to provide the files for others to download. User innovativeness in digital libraries was linked to illegal usage of digitalized materials. Based on the results of the study, managerial suggestions were provided for managers of libraries to enhance usability of digital libraries.
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