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공공도서관 SNS 마케팅 효과 연구: 중국 공공도서관에서 위챗 공식계정을 이용하여
A Study on the Effects of Public Library SNS Marketing: Using WeChat Official Accounts in Chinese Public Libraries 원문보기

정보관리학회지 = Journal of the Korean society for information management, v.39 no.3, 2022년, pp.133 - 163  

(연세대학교 일반대학원 문헌정보학과) ,  김기영 (연세대학교 문헌정보학과)

초록
AI-Helper 아이콘AI-Helper

본 연구는 중국 공공도서관의 위챗 공식계정을 이용한 마케팅이 도서관에 대한 인식 및 이용자 충성도에 미치는 영향을 파악하는 것을 목적으로 한다. 이를 위해 중국 공공도서관 위챗 공식계정을 구독한 이용자와 구독하지 않은 이용자의 심층 인터뷰를 통해 연구 가능성을 탐색하고 설문지를 개발하였다. 이를 기반으로 중국 6개 지역의 공공도서관 이용자를 대상으로 설문조사를 진행하였다. 그 결과 공식계정 운영특성은 중국 공공도서관에 대한 인식과 이용자 충성도에 긍정적인 영향을 미치고 있음을 확인하였다. 본 연구는 SNS를 활용한 중국 공공도서관 마케팅이 이용자의 도서관 이용목적, 공공도서관 인식 및 이용자 충성도에 어떠한 영향이 있는지 검증하였고 SNS 유형 중에 위챗 공식계정을 다루었다는 점에서 의의가 있다.

Abstract AI-Helper 아이콘AI-Helper

This study aims to analyze the effect of marketing using Chinese public library WeChat official accounts on the perception of the library and loyalty. For this purpose, research possibilities were explored, and a questionnaire was developed through in-depth interviews with users who subscribed to th...

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표/그림 (22)

참고문헌 (58)

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