This study aims to explore multiple factors that are associated with social media use by public librarians for marketing purposes. Based on the technology acceptance model and theory of planned behavior, the effects of five factors—usefulness, ease of use, attitude, subjective norms, and behavioral control—on social media use intention were examined. A survey was conducted, and 462 valid responses were collected from public librarians across the United States. The findings revealed that all five factors have a significant impact on librarians’ intention to engage in social media activities for library marketing. Perceived behavioral control factors were the most influential on social media use intention. Both practical and theoretical implications are discussed based on the findings of this study.

中文翻译：

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影响公共图书馆员将社交媒体用于营销目的的因素的调查：采用技术接受模型和计划行为理论

这项研究旨在探讨与公共图书馆员出于营销目的使用社交媒体相关的多个因素。基于技术接受模型和计划行为理论，研究了五个因素（有用性，易用性，态度，主观规范和行为控制）对社交媒体使用意图的影响。进行了一项调查，从美国各地的公共图书馆员那里收集了462个有效回复。调查结果表明，所有五个因素都对馆员参与图书馆营销社交媒体活动的意图产生重大影响。感知到的行为控制因素对社交媒体使用意图的影响最大。基于本研究的发现，对实践和理论意义进行了讨论。