Value Co-Creation among Digital Libraries' Software Beneficiaries (Users, Librarians & Designers) of Iran

Information systems (such as databases and library software) are associated with various beneficiaries. In other words, It should be verified that how beneficiaries in the field of information systems think and what values experienced in the use of this systems. It is important to exploit the knowledge of all the beneficiaries (customers) of a product or service can help to promote the product and innovative service delivery, and finally, leads to value creation for all parties. This can be achieved by analyzing the knowledge (cognitive) structure of beneficiaries’ through exploring their ideas, preferences, beliefs and values during the use of a product or service. Purpose of this research is to investigate cognitive structure of triple groups of beneficiaries of Digital Libraries' (DLs) software in Iran (users, libraries and designers) based on Means-end Chain and sketch up their cognitive map using these systems. The cognitive structure can be identified through analyzing the mental models of beneficiaries and sketching their Hierarchical Value Map (or cognitive structure) which leads in value co-creation through identification of their needs and expectation of using these systems. This study is an applied research with cognitive approach using survey method and mixed method for data gathering. Research population included two groups of 1) DLs' software in Iran (Azarakhsh, Papyrus, and Sana) and 2) their beneficiaries (16 users, 21 libraries & 5 designers). Data gathering performed with interview (using Laddering Techniques) and directed content analysis (using MaxQDA software).Drawing Hierarchical Value Map (HVM) or cognitive map of beneficiaries figures three end values such as 1) "quick access to information resources", 2) "exploring (retrieving) needed information resources", and 3) "dissemination and sharing of information and knowledge" and mean value of "finding more information about information resources", functional consequences such as "avoid wasting of time in searching" and "promoting searching precision", and cognitive-sociological consequences such as "feeling comfort in using system" and "disambiguation of information needs". Designers of DLs' software should consider important values, consequences and attributes for their designing to meet essential needs and fundamental expectations from these systems