关键词: 移动图书馆, 场景营销, 信息接受规律, 场景体验

Abstract: ［Purpose/Significance］Information acceptance in mobile library occurs in specific scenes. How to effectively carry out scenariobased marketing and how to improve the performance of information acceptance are the key and tricky points of mobile library research, which has been arousing increasing attention from the academia.［Design/Methodology］According to the research on the law of information behavior and combining with the research achievement of marketing and scene theory, this paper analyzes the scenariobased marketing in mobile libraries from the perspective of users’ information acceptance experience, after which the information space has been reconstructed through the multidimensional adaptation of scenebehaviorcontext.［Findings/Conclusion］Scenariobased marketing in mobile libraries not only can dynamically target users, provide whom accurate, personalized and onestop multiservices, but also promote the iteration of scenario marketing scenes, which could provide guidance for improving user information acceptance and service innovation of mobile library.［Originality/Value］Based on mobile library marketing  scenes, this paper provides a new perspective for mobile library marketing, and improves users’ continuous willingness of information acceptance.

Key words: Mobile library, Scenario-based marketing, Information acceptance law, Scenario experience