Coopetition Relationships between Online Shared Bookstores and Libraries based on Readers’ Choice of Borrowing Sources

To provide diverse book lending channels and services to the public and to guide healthy competition in library industry, this paper discusses the coopetition relationship between online shared bookstores and libraries from the perspective of readers’ choice behavior. According to the questionnaire survey from 187 readers in Guangzhou, MNL model is adopted to quantitatively analyze the effect of various factors such as personal attributes, borrowing requirements and habits on readers’ choice. Research shows that online shared bookstore and library, mainly public library, have different competition in terms of multi-dimensional needs and preferences. Thus, this paper proposes the potential cooperation mode between online bookstore and library in collection, data and space, so as to promote the mutually beneficial coexistence between them. (Article content in Chinese with English extended abstract)