Academic Library Service Consumer (User) Motivation Study Based on Expectancy Theory

The purpose of this study is to provide a preliminary theoretical foundation of academic library service consumer motivation. To achieve this purpose, the study attempts to develop and test an academic library service consumer motivation model based on expectancy theory which was introduced by Victor H. Vroom (1964) and modified by Porter & Lawler (1968) and Campbell, Dunnette, Lawler, & Weick (1970). The proposed model was verfied using chat reference service as an example. This study has the following four research questions: 1) What factors influence an academic library service consumer's motivational process to use library services?, 2) Are there relationships among the factors which influence an academic library service consumer's motivational process to use library services?, 3) What relationships exist among the factors which influence an academic library service consumer's motivational process to use library services?, and 4) Based on these relationships, can the academic library service consumer's motivational process be explained? To answer the research questions, correlational research method and confirmatory interview method were employed. The selected participants of this study were Information Studies graduate students at Florida State Unviersity who are registered in three master level online classess and General Informaiton Studies graduate students. They were asked to use the chat reference service at FSU libraries and answer to the questionnaire which was distributed through email. The collected data were analysed using correlation analysis (Kendall's tau-b) and multiple regression analysis. To support the results of statistical analysis, the collected interview data were also analysed. The findings are that academic library service consumer's motivational process can be influenced by three important factors such as 1) consumers themselves, 2) service providers, and 3) situational (environmental) factors. How well the service consumers perform the service depends on their past experience with the service. When they have much experience in using the service, consumers can perform the service very well. Service providers' role is also very critical in service delivery process. In addition to human factors (service consumers and service providers), surrounding environmental conditions are also important in service delivery process.