臺灣偏鄉圖書館電子書數位閱讀推廣策略分析

The eReading @ your library Program－Promotion Strategies for Rural Libraries

網際網路和行動載具普及帶動了數位閱讀，政府為彌補城鄉落差，提供數位機會到偏鄉，曾經由國家發展委員會與國立公共資訊圖書館合作推動「數位閱讀到您家」電子書載具借閱服務計畫，以鼓勵和推廣偏鄉民眾接觸和使用載具閱讀電子書為目標。本研究的目的在了解偏鄉圖書館作為計畫的執行館，如何在地推廣數位閱讀。本研究以訪談法為主，共訪談承辦計畫之42所執行館的圖書館館長或館員共50人次，並將訪談資料編碼分析。研究結果發現：（1）偏鄉圖書館數位閱讀推廣多以在地化方式與當地機構合作，其推廣電子書的策略主要有圖書館自行推廣，包括口頭推廣、事先為讀者下載電子書、公文推廣、媒體推廣、辦理推廣活動、行動書車推廣等；與館外機構合作包括與鄉鎮公所合作推廣、與社區合作推廣、與學校合作推廣、與數位機會中心及電腦公會合作推廣、與技能訓練所合作推廣等；（2）偏鄉圖書館推廣電子書數位閱讀的限制包括館員人力、經費、地域、無線網路數；（3）偏鄉圖書館推廣電子書數位閱讀的推廣策略越多，其成效越高。本研究並根據研究發現，提出偏鄉圖書館推動電子書數位閱讀策略之建議。

Since the Internet and mobile devices have become ubiquitous in our society, reading by using digital media is more and more popular. In order to bridge the digital divide and to enhance rural users' information and reading skills, the National Development Council, together with the National Library of Public Information, has implemented initiatives such as the eReading @ your library Program. To understand the eReading promotion strategies of rural libraries participating in the program, this study took a qualitative approach by interviewing librarians who were involved in implementing the eReading @ your library program. 42 rural libraries were visited and over 50 librarians were interviewed. Qualitative data was then analyzed. The results show that: (1)The eReading promotion strategies of rural libraries were found mainly through self-promotion as well as outside resources. Self-promotion strategies included oral promotion, downloading e-books for readers in advance, local media promotion, and mobile libraries; outside resources included working with the neighborhood institutions, such as townships, local communities, elementary schools, Digital Opportunity Centers, local computer associations, technical training centers, etc. (2) The limitations for rural libraries in eReading promotion included shortages of human resources, funding, geographical locations, and the numbers of wireless networks. (3) The more promotion strategies libraries have implemented, the greater the results in eReading promotion. Based on the research findings, this study proposes suggestions for future eReading promotion strategies for rural libraries in Taiwan.