User preferences related to virtual reference services in an academic academic library

Library users have a wide variety of methods at their disposal for interacting virtually with libraries. This exploratory study examines user preferences with regard to virtual reference services and factors that account for these preferences from a different vantage point than previous literature by relying on semi-structured interviews with users. Using NVivo qualitative data analysis software, I coded interview transcripts and applied grounded theory to identify preferences from among email to the library, email to a liaison librarian, chat and texting. In terms of virtual reference methods currently offered by the library, participants indicated a general preference for chat, highlighting the importance of this service. However, participants were reluctant to use chat on mobile phones, their most used communication technology. Findings also show that relational aspects are major factors influencing participants' choice of communication. Specifically, participants expressed a preference for modes of communication that are personal, informal, perceived as safe and secure and conversational. Participants expressed reservations for texting due to ambiguity about response times, the perception of the method as being too personal and safety and security concerns. Participants were reluctant to use email in general due to response times and its level of formality, but valued email with their liaison librarian for its level of personalness and the level of expertise they felt that the liaison librarian could offer. Understanding these preferences and the factors that account for them is important because it can influence which virtual reference services librarians choose to offer. It can also help to determine how well virtual reference provision is currently meeting user needs and identify ways service delivery and promotion can be improved.