基于“上瘾”模型理论的高校寒暑假阅读推广活动提升策略——厦门大学图书馆的实践  

Strategies for Reading Promotion During University Winter and Summer Vacations Based on the“Hooked Model”Theory--Practices of Xiamen University Libraries

作　　者：毕媛媛[1] 黄国凡[1] 肖铮[1] BI Yuanyuan;HUANG Guofan;XIAO Zheng

机构地区：[1]厦门大学图书馆,福建厦门361102

出　　处：《大学图书馆学报》2024年第6期106-114,共9页Journal of Academic Libraries

摘　　要：高校图书馆因其学期制的工作周期,大部分阅读推广活动集中在学期内开展,寒暑假阅读推广活动质量有待进一步提升。基于“上瘾”模型理论,结合厦门大学图书馆寒暑假阅读推广实证经验,提出基于缓解焦虑和精准推广的读者触发、满足读者动机并简化活动流程促使读者行动、提供以猎物酬赏为主的多变酬赏、通过阅读输出和定期展示吸引读者投入的高校图书馆寒暑假阅读推广活动提升策略,以期为高校图书馆开展相关活动提供参考和借鉴。Winter and summer vacations in universities see ample reading time and strong willingness for college students to read.However,due to the semester-based work schedule of academic libraries,most reading promotion activities are held during the semesters,showing a distinct periodic feature and a lack of reading guidance and incentive activities during the breaks.This article aims to improve the reading promotion activities of academic libraries during winter and summer vacations,i.e.,the virtual or onsite activities namely book recommendations,daily reading tasks,book review contests and study tours.With methods of online research,this paper studied the current situation of reading promotion activities held by academic libraries among the“Double First Class”universities in China.Through data sorting and mining,it analyzed the characteristics of reading promotion activities during winter and summer vacations by academic libraries from the perspectives of time span,reading content,and reading environment.It is found that although most academic libraries released reading-related posts on WeChat or other social media during winter and summer breaks,the activities showed no distinctive features compared with the ones held during the semesters,indicating a lack of innovation and strategic planning.In order to improve the reading promotion activities,it suggested to apply the Hooked Model on digital reading promotion activities among academic libraries.Created for digital product design,Hooked Model consists of four phases,namely trigger,action,variable reward and investment,providing valuable insights for developing high-quality reading promotion activities.It proposes the following strategies based on the Hooked Model:(1)To attract readers with triggers based on anxiety alleviation and precise promotion,providing distinctive and targeted reading promotion aimed at alleviating the knowledge anxiety and time anxiety of college students.(2)To design reading activities oriented towards the needs of readers,such as skill

关 键 词：高校图书馆 寒暑假阅读推广 “上瘾”模型 厦门大学图书馆 

分 类 号：G252.17[文化科学—图书馆学]