Measuring the impact of cultural diversity on desired mobile reference services

Abstract

Purpose:

This research aims to present evidence that cultural diversity influences students' desire to utilize library resources and reference services on their mobile devices.

Design/methodology/approach

A paper survey was administered voluntarily to undergraduate students to analyze how cultural diversity impacts the types of mobile device‐based reference services students desired and how likely they were to access librarians for live research assistance on their mobile devices.

Findings

The paper provides evidence that cultural diversity and gender impacts desired mobile device reference services among undergraduate students. White male and African American female students reported a higher likelihood and desire to access librarians for live assistance on their mobile devices. White females indicated, to a large extent, a desire to access e‐books and e‐magazines on their mobile devices more than any other group. Anecdotally, White females also preferred chat‐based reference inside Facebook.

Research limitations/implications

The study was limited to one campus college location of a Doctoral/Research University Extensive during the fall 2009 semester. Incorporating mobile devices in reference services has yet to fully evolve as an emerging field of study in librarianship.

Practical implications

Library and information science professionals will gain valuable insight into how cultural variances impact students' desired engagement with reference librarians, what types of mobile device‐based reference services undergraduate students prefer, and what factors influence their mobile device selection process.

Originality/value

The paper represents the first study that examines cultural diversity as a determinant in desired mobile device‐based reference services among undergraduates. The research also highlights possible directions for future qualitative and quantitative diversity research studies in library and information studies.

Citation

Hudson, A. (2010), "Measuring the impact of cultural diversity on desired mobile reference services", Reference Services Review, Vol. 38 No. 2, pp. 299-308. https://doi.org/10.1108/00907321011045052