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首页> 外文期刊>The Journal of Academic Librarianship >Understanding Academic E-books Through the Diffusion of Innovations Theory as a Basis for Developing Effective Marketing and Educational Strategies
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Understanding Academic E-books Through the Diffusion of Innovations Theory as a Basis for Developing Effective Marketing and Educational Strategies

机译：通过创新理论的扩散理解学术电子书作为发展有效营销和教育策略的基础

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摘要

Academic libraries are choosing to purchase electronic books (e-books) rather than print more frequently for multiple reasons. Unfortunately, e-books are not being used as much as they should be. With increasing academic e-book collections, many studies have examined student and faculty use of and attitudes towards this innovation. This paper will analyze the results in this area of research and align them with the Diffusion of Innovations Theory that includes the Rogers Diffusion of Innovations Curve, innovation categories, and the factors affecting the diffusion process of an innovation. This analysis will give libraries a better understanding of who is using academic e-books, why academic e-books are being used, and how to influence the behaviour of the academic libraries' patrons to increase their use of academic e-books. An analysis of these three areas will help libraries to develop effective marketing and education strategies aimed at increasing e-book usage. (C) 2016 Elsevier Inc. All rights reserved.
机译：学术图书馆正在选择购买电子书（电子书）而不是由于多种原因更频繁地打印。不幸的是，电子书不会像应该一样使用。随着学术电子书收藏的增加，许多研究已经检查了学生和教师对这一创新的态度和态度。本文将分析该研究领域的结果，并将其与创新理论的扩散对齐，其中包括创新曲线，创新类别的罗杰斯扩散以及影响创新扩散过程的因素。这种分析将使图书馆更好地了解谁使用学术电子书，为什么正在使用学术电子书，以及如何影响学术图书馆顾客增加学术电子书使用的行为。对这三个领域的分析将帮助图书馆制定有效的营销和教育策略，旨在增加电子书使用情况。 （c）2016年Elsevier Inc.保留所有权利。

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