Transforming and Promoting Reference Services With Digital Technologies

In the current digital environment, academic library databases are growing large enough to meet the needs of most users. However, the increasing availability of information has also led to data overload, with many users unable to find what they need accurately and quickly. In addition, quality reference service is key to user satisfaction in the highly competitive digital environment. However, lack of funds, staffing, and operation complexity have become obstacles for many reference services. Taking Hong Kong Baptist University Library (HKBUL) as the case, this study uses the 5E Instructional Model (engage, explore, explain, elaborate, evaluate) and the AIDAS market communication model (attention, interest, desire, action, satisfaction) to analyze the advantages and disadvantages of existing reference services. Based on the findings, the authors propose how digital technologies (such as mobile, social media, and artificial intelligence) can improve reference, especially transforming toward contactless virtual reference services.