Ash J S
Biomedical Information Communication Center, Oregon Health Sciences University, Portland 97201-3098, USA.
Bull Med Libr Assoc. 1999 Jan;87(1):58-66.
The aim of this study was to identify factors that affect diffusion of usage of online end user literature searching. Fifteen factors clustered into three attribute sets (innovation attributes, organizational attributes, and marketing attributes) were measured to study their effect on the diffusion of online searching within institutions.
A random sample of sixty-seven academic health sciences centers was selected and then 1,335 library and informatics staff members at those institutions were surveyed by mail with electronic mail follow-up. Multiple regression analysis was performed.
The survey yielded a 41% response rate with electronic mail follow-up being particularly effective. Two dependent variables, internal diffusion (spread of diffusion) and infusion (depth of diffusion), were measured. There was little correlation between them, indicating they measured different things. Fifteen independent variables clustered into three attribute sets were measured. The innovation attributes set was significant for both internal diffusion and infusion. Significant individual variables were visibility for internal diffusion and image enhancement effects (negative relation) as well as visibility for infusion (depth of diffusion). Organizational attributes were also significant predictors for both dependent variables. No individual variables were significant for internal diffusion. Communication, management support (negative relation), rewards, and existence of champions were significant for infusion. Marketing attributes were not significant predictors.
Successful diffusion of online end user literature searching is dependent on the visibility of the systems, communication among, rewards to, and peers of possible users who promote use (champions). Personal image enhancement effects have a negative relation to infusion, possibly because the use of intermediaries is still seen as the more luxurious way to have searches done. Management support also has a negative relation to infusion, perhaps indicating that depth of diffusion can increase despite top-level management actions.
本研究旨在确定影响在线终端用户文献检索使用传播的因素。对归入三个属性集（创新属性、组织属性和营销属性）的15个因素进行测量，以研究它们对机构内部在线检索传播的影响。
选取67个学术健康科学中心的随机样本，然后通过邮件对这些机构的1335名图书馆和信息学工作人员进行调查，并通过电子邮件进行跟进。进行了多元回归分析。
调查的回复率为41%，电子邮件跟进特别有效。测量了两个因变量，即内部传播（传播范围）和注入（传播深度）。它们之间几乎没有相关性，表明它们测量的是不同的方面。对归入三个属性集的15个自变量进行了测量。创新属性集对内部传播和注入均具有显著意义。对内部传播具有显著意义的个体变量是可见性以及形象提升效果（负相关），对注入（传播深度）具有显著意义的个体变量是可见性。组织属性也是两个因变量的显著预测因素。对内部传播而言，没有个体变量具有显著意义。沟通、管理支持（负相关）、奖励以及倡导者的存在对注入具有显著意义。营销属性不是显著的预测因素。
在线终端用户文献检索的成功传播取决于系统的可见性、潜在用户（倡导者）之间的沟通、对他们的奖励以及同伴的影响。个人形象提升效果与注入呈负相关，可能是因为使用中介机构仍被视为进行检索的更奢侈方式。管理支持与注入也呈负相关，这可能表明尽管有高层管理行动，传播深度仍可增加。
