Construction And Application Research On User Reading Personas Oriented To Demassification Reading Service Design Of Grassroots Libraries

Reading service is the core service in library service.As grassroots libraries are closest to users and most widely distributed,reading service research appears to be particularly important.In the existing grassroots library reading service research,the policies,systems and developmental models are the backbone of reading service have received sufficient attention.At the same time,there are a large number of best practices in frontline reading services in grassroots libraries.The reading service research of grassroots libraries between the two should influence and support the formulation of policies and systems and to avoid "system idling".At the same time,they should guide the practice of frontline reading services downwards and improve the professional level of frontline reading services.The research on reading behavior of users,attribution analysis of users and reading service evaluation belong to the middle-level research.At present,it is a very common phenomenon that the grassroots library reading service providers don’t have enough understanding of users.There is a gap between service providers and users’ reading service needs which result in low efficiency of grassroots libraries reading service.In order to bridge this gap,it is necessary to conduct systematic user research based on theory.The user structure of grassroots libraries is complex which users have different reading behavior patterns.Demassification services based on user research is the inevitable choice for grassroots libraries to develop reading services.The demassification of the grassroots library and the reading service design of the grassroots library based on it are the research focus of this article.In order to enable demassification to better guide the practice,this study chooses personas that describe users from multiple angles as the tool and explores along the path of "Reading personas description framework construction-reading personas generation-reading personas application",which is corresponding to the "User demassification basis exploration-User demassification practiceDemassification service design "of the grassroots libraries’ demassification reading service.This study consists of 8 chapters.Chapter 1 firstly introduces the research background and research significance,systematically sorts out the domestic and foreign related research from four aspects:basic library reading service,library focus reading service,library service design,library user portrait,etc.,and clarifies the research goals,research content,research methods and innovations of in this research.Chapter 2 clarifies the related concepts,theoretical basis and method basis of the grassroots libraries’ demassification reading service.Related concepts involve reading,reading services,demassification reading services,and demassification reading service in grassroots libraries,which defines the scope of this research.The theoretical basis involves the theory of demassification communication,market segmentation,cognitive dissonance theory and the method basis includes service design and personas methods.Chapter 3 builds a description framework of reading personas for grassroots libraries that multi-dimensionally describe users in different scenarios based on theory and existing research.In daily life scenarios,the description framework consists of individual,environment,and behavior,which includes attributes of demographic information,goals,values,social reading environment,school reading environment,family reading environment,and reading habits.In the reading process scenario,three dimensions are before reading,during reading and after reading,which includes reading motivation,reading comprehension and experience,reading sharing and evaluation arributes.The reading service contact scene of the grassroots libraries mainly involves the reading service cognition,contact and expectation of the grassroots libraries.Chapter 4 generates reading personas of grassroots libraries based on the description framework in specific grassroots libraries with the "exploration-identification-generation" path,12 primary library users in 3 age groups are generated,including beginner preschool users,active preschool users,exploratory preschool users,and early participation primary and secondary school users,adaptive primary and secondary school users,intrinsically motivated primary and secondary school users,externally motivated primary and secondary school users,casual adult users,pressure-driven adult users,goal-driven adult users,concept-first adult users,matured adults users.Then analyzes the influencing factors of personas within the same age group and the flow and inherit relationship of personas between different age groups,and identifies the reading service needs of different reading personas.Chapter 5 explores the phenomenon of "inconsistency in cognition and behavior" in the reading personas of users in grassroots libraries,uses interviews,and introduces cognitive dissonance theory,conduct a thematic analysis of users’ cognitive dissonance and adjustment in reading.It’s found that typical reading cognitive dissonance of grassroots library users is widespread.The main dissonance situations include insufficient reading,reading difficulties,social pressure and insufficient responsibility.The main adjustment methods include changing behavior,seeking social support,neglecting or transferring.Chapter 6 conducts a pilot study of demassification reading services based on reading personas,which belongs to action research.Firstly,based on observations and interviews,the current situation and existing problems of the demassification reading services of the pilot grassroots libraries are analyzed.Then it analyzes the stakeholders of the demassification reading service of the grassroots libraries.Based on that,combined with reading personas,framework design and project design of the grassroots library’s demassification reading service are carried out.At last,reading service designed for exploratory preschool users and parents,and early participation primary and secondary school users was piloted and evaluated.The evaluation results show that reading personas help improve the demassification reading services of grassroots libraries.Chapter 7 puts forward suggestions on improvement of the demassification reading service on grassroots libraries.Suggestions for improving the demassification reading service of the grassroots libraries include guiding the design,implementation and evaluation of reading service based on user reading personas;collaborates daily life,reading process and grassroots library contact to improve the effectiveness of the demassification reading service;relying on "personal resources-self oriented"two-dimensional framework empowers demassification reading services;intervenes in reading cognitive dissonance situations and dissonance adjustment methods behind the " inconsistency in cognition and behavior" of reading;adopts a holistic perspective that considers the participation of multiple subjects,demassification publicity,and demassification feedback;promotes the construction of the guarantee system constitute of policies,systems,funding,resources,and talents.Chapter 8 is summary future research.It summarizes the work and main conclusions of this study,clarifies the drawbacks and put forwards the prospects for the next step study.