دانلود مقاله اثرات میانجی بر رابطه کیفیت خدمات و وفاداری به کتابخانه عمومی

چکیده

مقدمه

توسعه مدل تحقیق

روش شناسی

نتایج

بحث ها

مفاهیم

محدودیت ها و جهت گیری های تحقیقاتی آتی

منابع

Abstract

Introduction

The development of the research model 

Methodology

Results

Discussions

Implications

Limitations and future research directions 

References

چکیده

     تقاضا برای استفاده از برنامه های کتابخانه برای جستجوی اطلاعات پس از شیوع COVID-19 افزایش یافته است. برای بررسی اینکه چگونه بیماری همه گیر بر درک کاربران از وفاداری استفاده از برنامه های کتابخانه تأثیر می گذارد، این تحقیق را با ادغام مدل موفقیت به روز شده IS و مدل S-O-R برای ارزیابی کیفیت خدمات یک برنامه کتابخانه عمومی تحت دولت هنگ کنگ طراحی کردیم. ابتکار برنامه های کاربردی موبایل یک مدل مرتبه سوم برای نشان دادن جنبه‌های چند وجهی کیفیت خدمات و تأثیرات واسطه‌ای تصویر درک شده از برند، رضایت، و شفاهی الکترونیکی ایجاد شده است. با استفاده از مدل‌سازی معادلات ساختاری، داده‌های جمع‌آوری‌شده از هنگ‌کنگ، شهری که در آن خدمات تلفن همراه شهروندانش را توانمند می‌سازد، روابط متقابل بین کیفیت خدمات و نتایج احتمالی (به عنوان مثال، تصویر برند درک‌شده، رضایت کاربر، شفاهی الکترونیکی و وفاداری کاربر) را نشان داد. یافته ها همچنین نشان می دهد که تأثیر کیفیت خدمات درک شده بر وفاداری کاربر تنها از طریق تصویر برند و رضایت کاربر قابل دستیابی است. این یک مطالعه به موقع در طول همه‌گیری کووید-19 است، زیرا قرنطینه و ترتیبات فاصله‌گذاری اجتماعی چالش‌هایی را برای شهروندان ایجاد کرده است تا شخصاً اطلاعات را در کتابخانه‌های عمومی جستجو کنند. یافته‌ها و پیشنهادات ما اهمیت در نظر گرفتن مفاهیم قابلیت استفاده در هنگام تجزیه و تحلیل کیفیت خدمات هر برنامه منحصر به فرد را تکرار می‌کند. آن‌ها همچنین بینش‌هایی را برای پزشکان در توسعه نسل بعدی برنامه‌ها برای خدمات هوشمند اطلاعات عمومی ارائه می‌کنند و خواستار بررسی بیشتر در مورد مدل سلسله مراتبی پیشنهادی و سایر عوامل بالقوه مرتبط با کیفیت خدمات هستند.

توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.

Abstract

     The demand for using library apps to search for information has been increasing after the COVID-19 outbreak. To look into how the pandemic affects the users’ perception of the loyalty of using library apps, we designed this research by amalgamating the updated IS success model and S–O-R model to evaluate the service quality of a public library app under the Hong Kong Government mobile applications initiative. A third-order model is established to demonstrate the multi-faceted aspects of service quality and mediating effects of perceived brand image, satisfaction, and e-word of mouth. Using structural equation modeling, data collected from Hong Kong, a metropolis where mobile services empower its citizens, showed the interrelationships among service quality and possible outcomes (i.e., perceived brand image, user satisfaction, e-word of mouth, and user loyalty). Findings also indicate that the influence of perceived service quality on user loyalty could only be achieved through perceived brand image and user satisfaction. This is a timely study during the COVID-19 pandemic, as the lockdown and social distancing arrangements created challenges for citizens to search for information in public libraries in person. Our findings and suggestions reiterate the importance of considering the usability concepts when analyzing the service quality of each unique app. They also provide insights for practitioners in developing the next generation of apps for smart public information services and call for further investigation into the proposed hierarchical model and other potential factors related to service quality.

Introduction

     In recent decades, the use of mobile devices has been widespread and increasing. From 2010 to 2020, the mobile device market share has rapidly increased from 3% to 52% (Statcounter, n.d.). Meanwhile, in Hong Kong, smartphones have become the most used device for Internet connections, particularly for information search (Census and Statistics Department, 2019). The increase of information search through mobile devices has created a challenge to the local public library system, Hong Kong Public Libraries (HKPL), as it faces a drastic change in patrons’ needs: From 2012 to 2014, the number of physical visits has declined gradually, whereas the number of online visits has tremendously increased (Legislative Council of Hong Kong, 2016). As a result, the HKPL developed the “My Library” app (see Fig. 1) to provide better mobile services for citizens (GOVHK, 2014). This app provides various types of public library services via the mobile platform, including (i) transaction history; (ii) library materials search, renewal, and reservation; (iii) overdue fines and reservation fees payment; (iv) personalized alert services for reserved items pick-up and loan renewal; (v) links to electronic resources and social media platforms; and (vi) libraries location and contact. HKPL has won the Merit Award at the Asia Pacific ICT Awards 2015 in recognition of its popularization of mobile public information services (HKPL, n.d.). “My Library” has also become the primary tool for citizens to library information search and e-reading, particularly during the COVID-19 pandemic. It is because the HKPL, similar to other businesses and organizations, was ordered to shut down occasionally to minimize virus spread (HKPL, 2021).

Results and analyses

     This section first presents the findings on the general user behavior, followed by the analysis of our research model using SmartPLS, and then the analysis of open-ended questions regarding the service quality of the app.

4.1. General user behavior – time spent and usage on “My Library” app

     Table 3 shows the descriptive statistics of how our respondents spent their time and how they used the app. Regarding the average weekly use of “My Library” app, 68.9% of the respondents tended to spend less than once per week, and 28.8% claimed to spend 1–2 times a week. Only 2.2% of the respondents spent 3–4 times per week, and no respondent spent more than 4 times on “My Library” a week, indicating that the weekly usage rate of “My Library” is relatively low. Besides, respondents mainly spent 11–20 min (40.1%) and 5–10 min (27.7%) on “My Library” every time, followed with the option “more than 20 min” (19.5%) and then “less than 5 min” (12.7%).

H1. Perceived service quality of library apps (PSQ) positively impacts the user’s loyalty (LOY)

H2. Perceived service quality of library apps (PSQ) positively impacts the user’s satisfaction (SAT)

H3. The user’s satisfaction with library apps (SAT) positively impacts the user’s loyalty (LOY)

H4. Perceived service quality of library apps (PSQ) positively impacts its perceived brand image (PBI)

H5. Perceived brand image of library apps (PBI) positively impacts the user’s satisfaction (SAT)

H6. Perceived brand image of library apps (PBI) positively impacts the user’s loyalty (LOY)

H7. Perceived service quality of library apps (PSQ) positively impacts electronic word-of-mouth (eWOM).

H8. Perceived brand image of library apps (PBI) positively impacts electronic word-of-mouth (eWOM)

H9. The user’s satisfaction with library apps (SAT) positively impacts electronic word-of-mouth (eWOM)

H10. Electronic word-of-mouth (eWOM) positively impacts the user’s loyalty (LOY)

H11a. Perceived brand image of library apps (PBI) mediates the relationship between perceived service quality of library apps (PSQ) and the user’s loyalty (LOY)

H11b. User’s satisfaction with library apps (SAT) mediates the relationship between perceived service quality of library apps (PSQ) and the user’s loyalty (LOY)

H11c. Electronic word-of-mouth (eWOM) mediates the relationship between perceived service quality of library apps (PSQ) and the user’s loyalty (LOY)

H11d. Perceived brand image of library apps (PBI) and the user’s satisfaction with library apps (SAT) jointly mediate the relationship between perceived service quality of library apps (PSQ) and the user’s loyalty (LOY)

H11e. Perceived brand image of library apps (PBI) and electronic word-of-mouth (eWOM) jointly mediate the relationship between Perceived service quality of library apps (PSQ) and the user’s loyalty (LOY)

H11f. The user’s satisfaction with library apps (SAT) and electronic word-of-mouth (eWOM) jointly mediate the relationship between perceived service quality of library apps (PSQ) and the user’s loyalty (LOY)

H11g. Perceived brand image of library apps (PBI), the user’s satisfaction with library apps (SAT) and electronic word-of-mouth (eWOM) jointly mediate the relationship between perceived service quality of library apps (PSQ) and the user’s loyalty (LOY)