Page 204 - JOURNAL OF LIBRARY SCIENCE IN CHINA 2018 Vol. 42

Extended English abstracts of articles published in the Chinese edition of Journal of Library Science in China 2016 Vol.42 203

the poor. Therefore, digital reading has become an important boost to nationwide reading. This
study explores the switching behavior from paper-media to digital reading media with the method
of structured interview from the perspective of the value proposition.
The structured interviews can be more effective to extract the user switching motivation elements
and the relationship between elements, designed by the means-end chain theory. The relationship
between elements can generate the hierarchical relationship and hierarchical map by using the
principle of interpretative structural modeling. The mixed methods paradigm from qualitative to
quantitative research process is used in this paper. The paper identifies the switching motivation
based on the collected data from user interviews and finally extracts 21 elements and 46 relations
analyzed by using MATLAB and Ucinet software tools. User reading behavior is a complicated and
imperceptible cognitive activity, and the hierarchical map is the quantification expression of this
cognitive process, which can help us effectively analyze the transfer of cognitive process and design
the product and provide policy guidance for related institutions and administrative departments, etc.
The results show that:1)User switching behavior has the obvious characteristics of “genera-
tions”. We identify the functional value, conditional value, social value and emotional value as the
main factors affecting consumer switching behavior from paper-media to digital reading media.
Meanwhile,users pay more attention to the emotional value demand compared to the functional
value. 2)The five elements including abundant resources, convenient to carry, fast retrieval,
resource sharing and saving paper are the starting points associated with 12 elements and generated
the 19 relationship belonging to the 6 chains of attribute-consequence. According to these chains,
digital reading sectors need cooperation, especially among the constructors of digital resources,
digital media product designers, and copyright departments. 3)Previous studies paid little attention
to this link of “saving paper →environmental protection”. However, the elements that match with
the value dimension are no longer limited to traditional functional factors; they have been extended
to the environmental protection consciousness in this study. And “crowdsourcing” and “social”
ideas will play an important role in the future of the digital reading. The study reveals that, with the
change of the values of the reader, reading motivation also has new content and more humanistic
care should be given to digital media resources, products and system design and so on.

No. 4

Discourses and discursive practices of township libraries in China

①a *
YU Liangzhi ,LI Yashe & QUAN Xin
The purpose of this paper is to examine the discursive formations that underpin township library
* Correspondence should be addressed to YU Liangzhi,Email:lzhyu@nankai.edu.cn,ORCID:0000-0003-0905-397X