Relationship Between Demographic Factors and Unplanned Behavior of Users of Academic Libraries

Harati, Hadi; Babalhavaeji, Fahimeh; Hariri, Nadjla

doi:10.22055/slis.2019.27555.1539

Relationship Between Demographic Factors and Unplanned Behavior of Users of Academic Libraries

Document Type : Original Article

Authors

hadi harati ¹

Fahimeh Babalhavaeji ²

Nadjla Hariri ³

¹ PhD in Knowledge and Information Science, Information Center and Central Library, Ferdowsi University of Mashhad, Mashhad, Iran.

² Associate Professor, Department of Communication and Knowledge Science, Science and Research Branch, Islamic Azad University, Tehran, Iran.

³ Professor of Department of Communications and Knowledge Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran.

https://doi.org/10.22055/slis.2019.27555.1539

Abstract

Background and Objectives: The primary purpose of collecting and organizing resources and planning services in academic libraries is to facilitate the dissemination and use of those resources and services. Providing resources based only on users’ stated needs is not sufficient; libraries also need accurate information about users’ demographic characteristics to improve their services and collections. Considering these characteristics can help libraries create more suitable conditions for users and make better decisions about the provision and promotion of information resources. One behavior that may occur when users visit libraries and information centers is unplanned behavior. Paying attention to this behavior may help libraries promote the use of resources and services beyond situations in which users visit only to satisfy a predetermined need. If library users employ resources and services only when they already recognize a specific need, some available resources may remain underused despite the costs of acquisition, organization, and maintenance. Previous studies in library and information science have mainly focused on information-seeking behavior as a form of planned behavior, while unplanned behavior in using library resources and services has received little attention. Most studies of unplanned behavior have instead been conducted in marketing and consumer behavior under concepts such as impulse, random, and unplanned purchasing. Given the importance of information dissemination in academic libraries and the limited attention paid to unplanned behavior in library and information science, this study investigated the relationship between demographic factors and the unplanned behavior of academic library users in using library resources and services.
Methodology: This applied study was conducted using a survey method. Data were collected through a researcher-made questionnaire. Face and content validity were used to assess the validity of the instrument. After the questionnaire was developed, it was reviewed by experts and specialists and revised according to their comments and suggestions. The researchers consequently confirmed that the questionnaire measured the intended concepts. To assess reliability, 30 questionnaires were distributed among members of the statistical population. Cronbach’s alpha coefficients were calculated using SPSS and were higher than 0.70 for the study variables, confirming the reliability of the instrument. The statistical population consisted of 69,351 students who were members of the central libraries of Ferdowsi University of Mashhad, Shahid Chamran University of Ahvaz, the University of Tehran, Tabriz University, and Shiraz University. Based on the Krejcie and Morgan table, a sample of 382 participants was selected. Stratified random sampling proportional to the size of each stratum was used to collect the data. The collected data were analyzed using SPSS.
Findings: The analysis of quantitative data showed that three of the six research hypotheses were supported. Users’ unplanned behavior in using academic library resources and services had a significant relationship with age, academic group, and frequency of library visits, corresponding to hypotheses 2, 4, and 6. In contrast, no significant relationship was found between users’ unplanned behavior and gender, university, or educational level; therefore, hypotheses 1, 3, and 5 were not supported. The findings indicate that some demographic and use-related characteristics are associated with students’ tendency to use library resources and services without prior planning, whereas other characteristics do not show a statistically significant relationship with this behavior. In particular, the relationship with frequency of visits suggests that repeated presence in the library may expose students to resources and services beyond those they had originally intended to use.
Discussion: Academic libraries should pay particular attention to demographic factors associated with users’ unplanned behavior in order to promote optimal and effective use of resources and services, attract users, and enhance their awareness and general information. The findings particularly highlight the importance of the frequency of library visits. As students visit academic libraries more frequently, they may become more inclined to use available resources and services impulsively or without prior planning. Therefore, academic libraries are advised to develop programs and strategies that encourage more frequent visits and greater exposure to library resources and services. Such measures can create more opportunities for users to discover resources they had not initially intended to use and may support wider dissemination and utilization of library collections and services. Attention to age and academic group may also help libraries design more appropriate promotional and service strategies for different user groups. Overall, understanding the demographic factors related to unplanned behavior can provide academic libraries with additional evidence for planning services, promoting collections, and encouraging greater engagement with available information resources.

Keywords

Information Seeking Behavior

Unplanned behavior

Demographic factors

Academic libraries

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