本研究以讀者對公共圖書館服務之涉入程度進行市場區隔，將讀者區分為高、中、低三組涉入程度，探討其對公共圖書館服務品質因素之影響，進一步以服務品質為公共圖書館服務之利基，提出涉入理論在公共圖書館服務定位及服務行銷之應用。

In this paper, the authors apply involvement theory to service marketing in public libraries. The practicality of market segmentation using service involvement it explored and their effects on service quality are also examined. Finally, using service quality as perceivable benefits to users, the authors propose some practical implications in terms of service segmentation and service positioning.