高校移动图书馆用户画像构建实证

An Empirical Research on Personas Construction of Mobile Library in Universities

[目的／意义]利用用户画像的构建方法，探究并呈现高校移动图书馆用户群体的差异化行为特征，有利于图书馆更为精准地知晓潜在的用户需求和实际使用行为，对于改进图书馆服务营销策略具有重要的参考意义。[方法／过程]总结用户画像在图书馆的实践现状，提出基于移动图书馆特定情境下构建其用户画像标签体系，借鉴VALS2用户细分的态度量表从使用心理偏好入手重构标签描述体系。以标签体系设计问卷并调研高校移动图书馆用户的人口统计属性、使用行为和使用心理偏好等变量，利用因子分析、聚类分析和判别分析法选取适宜的用户画像个数。借助R语言wordeloud2软件包可视化展示不同用户画像的特征标签云，针对每个画像，结合人口统计属性、使用行为和特征标签展开描述与讨论。[结果／结论]提出一种构建特定业务情境下用户画像的分析方法，为高校移动图书馆提升精准用户定位和开展差异化服务提供实证研究参考。

[ Purpose/significance ] To obtain the differentiated behavioral characteristics of mobile library users in universities by a method of personas construction, helps to knowing potential demand and the actual behavior of the users more exquisitely and accurately, and plays a very important role as a reference to improve customer service. [ Method/ process ] The paper reviews the application status of personas in the university library, and reconstructs the label description system from a perspective of psychological preference by learning from VALS2 user segmentation attitude scale which is based on the specific situation of mobile library. It designs the questionnaire with the label system questionnaire and makes an empirical study on variables of the demographic characteristics, usage behavior and psychological preference of mobile library users, as well as using factor analysis, cluster analysis and discriminant analysis to select the appropriate number of personas. By using R language wordcloud2 package to make a visualization show on features tag cloud of different personas, it expands the description and discussion detailed, combined with the feature of demographic attributes, use behavior and characteristics labels for each persona. [ Result/conclusion ] This paper presents a method to construct perso- nas in specific business situations, which provides an empirical research reference for university mobile library to improve accurate user positioning and carry out differentiated service.