城鄉休閒閱讀偏好差異性之研究：以租書店為例

The Difference of Leisure Reading between Urban and Rural: Taking Rent Bookstore as a Example

巫玫慧(Mei-Hui Wu)；林承翰(Cheng-Han Lin)

城鄉 ； 休閒閱讀 ； 租書店 ； Urban and Rural ； Leisure Reading ； Rent Bookstore

鄉村旅遊研究

9卷2期（2016 / 12 / 01）

59 - 78

繁體中文

閱讀是兼具知識與放鬆的休閒活動。租書店是城鄉具存的，然而城市與鄉鎮的閱讀喜好及方式有所不同，究竟城鄉對使用租書店的偏好如何？本研究從顧客觀點，由顧客對於租書店服務項目的重視程度與滿意程度，來探討城鄉休閒閱讀偏好的差異性。本研究問卷共回收241份有效樣本，運用SPSS22.0統計軟體進行資料分析。主要研究結果有四：（一）城鄉休閒閱讀者在性別、教育程度、職業、消費頻率等項目有顯著差異。（二）城鄉休閒閱讀者的偏好在租書店內環境清潔、包廂、簡餐、販售利樂包或罐裝飲料，熱湯上有顯著差異。（三）城鄉休閒閱讀者書籍偏好程度最重視小說，最不重視雜誌。（四）城鄉休閒閱讀者對於租書店的明亮及內閱座位有較高的期待值，卻有較低的滿意度。

Reading is a combination of knowledge and relaxation of leisure activities. Rent bookstore is the existence of urban and rural areas, but urban and rural of reading preferences and ways are different, whether urban and rural use of rent bookstore preferences? This study from the customer point of view, through the customer for the rental bookstore service project attention and satisfaction to explore the differences between urban and rural leisure reading preferences. 241 usable questionnaires were obtained. By using SPSS 22.0, the major findings of this study are: (1) The readers of urban and rural were significantly different in the gender, education, occupation, and consumption frequency. (2) There were significant differences of clean environment, box, light meal, Sell tetra pak or canned drinks, and soup with urban and rural people. (3) Urban and rural leisure readers' books preferences most attention to the novel, the least attention to the magazine. (4) Urban and rural leisure readers for the rental bookstore bright or not and the seat for reading had higher expectations, but lower degree of satisfaction.

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