Vroom’s expectancy theory to motivate academic library users in India using grounded theory approach

Vroom’s expectancy theory to motivate academic library users in India using grounded theory... PurposeThe purpose of study is to understand the motivation of academic library users by developing Vroom’s expectancy theory in the context of academic libraries using the grounded theory approach.Design/methodology/approachThe grounded theory approach has been used for data collection, analysis and development of theory. The data were collected through the process of theoretical sampling. Interviews of faculty and students belonging to government and private universities in India were recorded and transcribed till theoretical saturation was achieved. The interviews were analysed in three stages, i.e. open coding, axial coding and selective coding, to identify concepts of Vroom’s theory and integrate them into a theoretical model.FindingsThe components of Vroom’s theory, i.e. motivation, expectancy, instrumentality and valence were generated from data. The motivation to visit an academic library can be classified as intrinsic motivation and force choice motivation. Expectancy in the context of academic libraries is related to ease or difficulty in accessing library and its resources which relates to ease of location access, timing access, remote access, access to siblings and discipline norms for access. Instrumentality is related to infrastructure, information, service and promotion. Valence is related to pleasure and satisfaction. The concepts were integrated into a theoretical model.Research limitations/implicationsThe study is limited to academic libraries under state universities and private universities in India. Hence, the study cannot be generalised across institutions enjoying autonomy by the Government of India. Users of academic libraries may be motivated by several factors other than those considered with respect to motivation, expectancy, instrumentality and valence. The findings are based on the grounded theory approach which is an inductive approach. Alternate research methodologies, both inductive and deductive, need to be used to strengthen the external validity.Practical implicationsThe understanding of user motivation through Vroom’s theory will help academic libraries to increase user motivation, thereby increasing usage of library resources.Originality/valueVroom’s expectancy theory of motivation in the context of academic libraries was developed using the grounded theory approach. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Global Knowledge, Memory and Communication Emerald Publishing

Vroom’s expectancy theory to motivate academic library users in India using grounded theory approach

Global Knowledge, Memory and Communication, Volume 68 (4/5): 23 – Jul 1, 2019

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0024-2535
D.O.I.
10.1108/GKMC-09-2018-0079
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of study is to understand the motivation of academic library users by developing Vroom’s expectancy theory in the context of academic libraries using the grounded theory approach.Design/methodology/approachThe grounded theory approach has been used for data collection, analysis and development of theory. The data were collected through the process of theoretical sampling. Interviews of faculty and students belonging to government and private universities in India were recorded and transcribed till theoretical saturation was achieved. The interviews were analysed in three stages, i.e. open coding, axial coding and selective coding, to identify concepts of Vroom’s theory and integrate them into a theoretical model.FindingsThe components of Vroom’s theory, i.e. motivation, expectancy, instrumentality and valence were generated from data. The motivation to visit an academic library can be classified as intrinsic motivation and force choice motivation. Expectancy in the context of academic libraries is related to ease or difficulty in accessing library and its resources which relates to ease of location access, timing access, remote access, access to siblings and discipline norms for access. Instrumentality is related to infrastructure, information, service and promotion. Valence is related to pleasure and satisfaction. The concepts were integrated into a theoretical model.Research limitations/implicationsThe study is limited to academic libraries under state universities and private universities in India. Hence, the study cannot be generalised across institutions enjoying autonomy by the Government of India. Users of academic libraries may be motivated by several factors other than those considered with respect to motivation, expectancy, instrumentality and valence. The findings are based on the grounded theory approach which is an inductive approach. Alternate research methodologies, both inductive and deductive, need to be used to strengthen the external validity.Practical implicationsThe understanding of user motivation through Vroom’s theory will help academic libraries to increase user motivation, thereby increasing usage of library resources.Originality/valueVroom’s expectancy theory of motivation in the context of academic libraries was developed using the grounded theory approach.

Journal

Global Knowledge, Memory and CommunicationEmerald Publishing

Published: Jul 1, 2019

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