طراحي مدل مفهومي شخصي‌سازي ¬خدمات در كتابخانه‌هاي ديجيتال دانشگاهي ايران

The main objective of this study was to design a conceptual model for service personalization in Iranian academic digital libraries. Given the growing importance of intelligent, data-driven, an‎d user-centered services in digital libraries, the need for a comprehensive model capable of explaining the factors influencing personalization an‎d outlining the structure of service delivery had become evident. This research was conducted using a mixed-method, multi-phase approach, an‎d in order to achieve the main objective, five sub-questions were pursued, including extracting theoretical components, identifying existing components in the country’s digital libraries, examining the current situation, designing the conceptual model, an‎d validating the model. In the first phase, through a systematic analysis of the literature, scholarly documents, an‎d international examples, a set of components an‎d subcomponents related to service personalization was identified. In the second phase, using the Delphi method an‎d a checklist instrument, the extent to which these components were realized in Iranian academic digital libraries was assessed. The analysis showed that while some basic personalization features are active in the country’s digital libraries, many advanced, data-driven, an‎d intelligent algorithm-based capabilities have not yet reached a desirable level. To prioritize the identified components, the Analytic Hierarchy Process (AHP) was employed, an‎d the structural relationships among the components were determined using Interpretive Structural Modeling (ISM). These steps led to the development of the final conceptual model, organized into four levels. According to this model, the components of privacy an‎d expert human are placed at the first level an‎d serve as the foundation for trust-building an‎d sustaining personalization systems. The second level includes technology, intelligent techniques an‎d tools, user profiling, an‎d user interaction, which form the operational an‎d data-driven core of personalization. At the third level, skilled eva‎luation act as supervisors an‎d quality controllers of the services, while the fourth level positions user experience as the ultimate outcome an‎d the key criterion for eva‎luating personalization success. In the final phase, the content validity of the model was confirmed by experts, an‎d all components were found to possess acceptable validity. The findings indicate that the development of personalized services in Iranian academic digital libraries requires strengthening technological infrastructures, enhancing staff professional skills, establishing mechanisms for continuous eva‎luation, an‎d paying serious attention to user privacy. Ultimately, this study presents a comprehensive, practical, an‎d integrated model that can serve as a strategic framework for the design, development, an‎d improvement of personalized services in academic digital libraries in Iran, facilitating progress toward intelligent an‎d user-centered libraries.

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