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dc.contributorClyde A. Wardenen_US
dc.contributorJames Stanworthen_US
dc.contributor.authorChang, Livia Chia-Yenen_US
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dc.description.abstractDigital 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.en_US
dc.description.tableofcontentsTABLE OF CONTENTS LIST OF TABLES iii LIST OF FIGURES v Chapter 1 Introduction 1 1.1 Research Background 1 1.2 Research Motivations and Objectives 5 Chapter 2 Literature Review 7 2.1 Digital Libraries 7 2.1.1 Definition of Digital Libraries 7 2.1.2 Information Search in Digital Libraries 7 2.2 Consumer Innovativeness 8 2.2.1 Domain Specific Innovativeness 10 2.3 Technology Readiness 11 2.3.1 Technology Readiness Index 11 2.3.2 Technology Readiness of Consumers 13 2.4 Illegal Downloading 14 Chapter 3 Methodology 18 3.1 Research Framework 18 3.2 Research Design 19 3.2.1 Design of the Questionnaire 19 3.3 Data Collection 24 3.4 Analytical Methods 25 3.4.1 Factor Analysis 26 3.4.2 Cluster Analysis 26 Chapter 4 Empirical Results 27 4.1 Demographics 27 4.2 Information Search and Familiarity of Digital Libraries 29 4.3 Attitudes toward Technology Readiness 31 4.4 User Innovativeness 34 4.5 Differences in Consumer Innovativeness 37 4.5.1 Information Search Behavior and Usage of Digital Libraries 37 4.5.2 Technology Readiness of Respondents in Various Clusters of Innovativeness 38 4.5.3 Illegal Downloading Behavior of Respondents in Various Clusters of Innovativeness 41 4.6 Linkage of Information Search Behavior and Usage of Digital Libraries 43 4.7 Relationships between Attitudes toward Technology Readiness and Illegal Downloading 43 4.8 Relationship between Usage of Digital Libraries and Illegal Downloading Behavior 45 Chapter 5 Conclusion 47 5.1 Discussion 47 5.2 Marketing Implications 48 5.3 Limitations 50 REFERENCE 51 Appendix A 57 Appendix B 59 LIST OF TABLES Table 1-1-1 Internet Users in Taiwan 2 Table 1-1-2 Usage of Information System in Taiwan National Central Library 2 Table 1-1-3 Digital Expenditures of University Members in the Association of Research Libraries 3 Table 1-1-4 Estimated Trade Losses Due to Copyright Piracy and Estimated Piracy Levels in Taiwan 4 Table 2-3-2-1 Comparisons of TRI and TAM 14 Table 3-2-1-1 Questions Related to Information Search Behavior 22 Table 3-3-1 Sampling Distribution in Each Surveyed University 25 Table 4-1-1 Valid Samples Surveyed at Four Universities 28 Table 4-1-2 Demographical Characteristics of Respondents at Four Universities 28 Table 4-2-1 Familiarity and Usage of Digital Libraries 29 Table 4-3-1 Comparisons of Factors in Technology Readiness Index 32 Table 4-3-2 Factors of Attitudes toward Technology Readiness 33 Table 4-4-1 Demographics and Information Search of Respondents in Various Segments 36 Table 4-4-2 Motivation for Surfing Digital Libraries in Various Segments 37 Table 4-5-1 Usage of Digital Libraries in Various Clusters 38 Table 4-5-2-1 Technology Readiness in Various Clusters of Innovativeness 39 Table 4-5-3-1 Obtaining Unauthorized Materials from the Internet 41 Table 4-5-3-2 Perceptions of Illegal Downloading in Various Clusters of Innovativeness 42 Table 4-6-1 Relationships between Search and Usage of Digital Libraries in Various Clusters 43 Table 4-7-1 Attitudes toward Technology Readiness by Clusters of Illegal Downloading 44 Table 4-8-1 Relationships between Material Downloading of Digital Library and Unauthorized Material Downloading 45 Table 4-8-2 Results of Hypothesis Testing 46 LIST OF FIGURES Figure 2-4-1 Conceptual Framework 17 Figure 4-2-1 Motivation of Surfing Digital Libraries 30 Figure 4-2-2 Functions of Digital Libraries 31 Figure 4-4-1 Percentages of User Innovativeness in Digital Library Usage 34 Figure 4-5-2-1 Responsiveness toward Technology Readiness in Various Clusters of Innovativeness 40en_US
dc.titleInformation Search Behavior and Utilization of Digital Library for Innovative Consumersen_US
dc.typeThesis and Dissertationzh_TW
item.fulltextno fulltext-
item.openairetypeThesis and Dissertation-
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