(第 15 期)   第八卷第一期   2013 年 12 月 1 日出刊

從透鏡模式探討影響讀者尋書滿意度之因素─以 aNobii 為例

A Study of Factors Influencing aNobii Users’ Judgment: a Lens Model Approach

本文關鍵字:透鏡模式;選書行為;決策;閱讀偏好;選書策略; Lens model;book choosing behavior

本文摘要

本研究主要目的在探究讀者於網絡書櫃aNobii 的休閒閱讀選書行為,以透鏡模式為基礎,了解讀者選書過程中所倚賴線索與信心滿意度之間的關連,並探究不同瀏覽管道(作者、朋友、相似書櫃)中,各選書線索的影響力。另外,嘗試運用社會網絡分析法呈現讀者閱讀偏好,以了解閱讀偏好對選書決策的影響。 研究結果顯示,「作者」為診斷力高且近用性高的線索。其次,多數讀者認為「出版社」並非重要選書因素,但在多元迴歸分析結果中「出版社」是重要影響信心滿意度的因素,顯現主觀認知與客觀結果的差異。「書籍設計」與「書名」能引起讀者注意力,「出版日期」可以幫助讀者檢驗書籍出版資訊完整度。而不同瀏覽管道的選書行為,經由「作者管道」選擇的書籍,信心滿意度最高;在瀏覽「朋友書櫃」時,重要他人所撰寫的書評會影響讀者尋書,彰顯朋友推薦口碑資訊的影響力。最後,以社會網絡分析指標判斷書籍在書櫃網絡中的位置,發現讀者在選擇與原本閱讀偏好較相近的書籍時,運用較多線索。換言之,讀者在選擇熟悉類型的書籍時,可以更有效運用判斷線索。 The study set out to explore how readers employ various information cues to choose books in aNobii, an online social network site for book lovers. Based on Len’s model, regression analyses were conducted to determine the significance of cues that readers relied on during book choosing. Furthermore, the study also investigated the influence of judgment cues when users interacted with different book finding tools. Some major findings are as follows. First, Authors were the most important cue for the judgment of books. Even though Publisher was not considered an important source by the participants’ judgment, it was regarded as an important factor in the statistic models explaining users’ confidence judgment. In addition, novel information, such as design of the cover and book title, and publication date assisted readers to monitor the latest publication of familiar authors/genres. Second, the importance of cues differs with different book finding tools. The confidence satisfaction is high when Author was used as the book-finding tool. Readers ascribed importance to reader review written by friends when browsing friends’ bookshelf, which indicate that the power of word of mouth, especially friends’ recommendation. Besides, readers tend to employ more cues as choosing books that are accord with their reading preference.
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