基於讀者借閱管道選擇的線上共用書店與圖書館競合關係研究

Coopetition Relationships between Online Shared Bookstores and Libraries based on Readers’Choice of Borrowing Sources

為向大眾提供更多樣的借閱管道與服務，引導圖書館業內良性競爭，本文從讀者選擇行為視角，探討線上共用書店和圖書館的競合關係。根據廣州地區187名讀者的問卷調查結果，用MNL模型定量分析個人屬性、借閱需求和借閱習慣等因素對讀者選擇管道的影響。研究表明線上共用書店與圖書館間，主要是公共圖書館在多維度的需求和偏好上存在差異化競爭。提出線上共用書店與圖書館在館藏、資料和空間三個方面的潛在合作模式，促進兩者互利共存。

To provide diverse book lending channels and services to the public and to guide healthy competition in library industry, this paper discusses the coopetition relationship between online shared bookstores and libraries from the perspective of readers’choice behavior. According to the questionnaire survey from 187 readers in Guangzhou, MNL model is adopted to quantitatively analyze the effect of various factors such as personal attributes, borrowing requirements and habits on readers’choice. Research shows that online shared bookstore and library, mainly public library, have different competition in terms of multi-dimensional needs and preferences. Thus, this paper proposes the potential cooperation mode between online bookstore and library in collection, data and space, so as to promote the mutually beneficial coexistence between them.