消費者購買童書決策因素之研究

A Study of Purchasing Decision Factors in Children's Books

10.30153/JCAGST.200803.0036

王祿旺(Lu-Wang Wang)；許雅惠(Ya-Huei Hsu)

中華印刷科技年報

2008（2008 / 03 / 01）

488 - 525

繁體中文

2000年《哈利波特》席捲全球的圖書風潮，台灣掀起一波童書熱，各家出版社紛紛進軍童書市場，為了解業者在出版童書時是否符合消費者的需求，故本研究希望了解消費者購買童書決策因素。本研究採用問卷調查法，以人口統計變項、消費者行為與購買決策等設計問卷，使用信度分析、描述性分析、因素分析、卡方檢定與單因子變異數分析、雪費(Scheffe)多重比較分析等方法來進行資料分析；其研究結果發現，人口統計變項與購買決策因素有所差異，消費者購買童書會因為產品、價格、通路、促銷、品牌與知名度等考量而有所不同，故可提供給出版業者在行銷童書上的參考。

The series of Harry Potter has produced a hot trend of children's books since year 2000 all over the world, including Taiwan. Since then, every publisher vowed to enter the market of children's books. This study hopes to understand the factors that affect the consumers' purchasing decisions toward children's books. I designed the questions of the questionnaires according to the three main parts: the variation on population statistics, the variation on consumer behavior, the variation on purchasing decisions. I take use the methods of reliability analysis, descriptive statistics, factor analysis, chi-square test, one-way ANOVA and Scheffe multiple comparison analysis to analyze these materials. We can find out the result of this study that apparent different indwell in purchasing decisions between the consumers of different population statistics. The consumers have different purchasing decisions making for product, price, promotion, brand and brand awareness. Therefore, the study can provide publishers for the reference of marketing children's books

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