港臺兩地消費者購書行為之研究

由於網路的使用愈來愈普及，數位化的電子書相繼出現，加上中國大陸出版實力逐漸增強，臺灣出版業的實體書銷量面臨極大的挑戰。與另一個華文出版市場－香港比較，雖然臺灣在新書出版數量上遠遠拋離香港，但香港出版業以進口書佔了很大的比率，所以在面對消費者的圖書消費額上，反倒是香港消費者的圖書消費金額在近年出現稍勝臺灣的現象。面對如此變化，兩地消費者在圖書消費行為上便顯得具研究的價值，因此本研究將從兩地消費者在其圖書購買行為的方向進行研究。本研究以問卷調查的方式以曾經購買過圖書的兩地消費者為對象，經問卷回收及資料整理與分析後，結果顯示兩地的消費者在購書動機的差異不大；但相關的出版業者需注意「價格」、「購買地點方便」及「有贈品、折扣、促銷活動等」及「書籍知名度」等項目在兩地的不同特性，於制定行銷策略時考慮適合的方式，以滿足不同地區的消費者購買動機。

關鍵字

大陸；臺灣；數字版權；電子書；授權

並列摘要

Nowadays, internet using is increasing popularity, digitizing books appeared, Mainland China is gradually increasing the strength of digital publishing industry, paper book publishing is facing a great challenges. Taiwan publishing industry had far outstripped on book released number of Hong Kong, but Hong Kong publishing industry is mainly publishing the imported book. In the face of consumer buying behavior, there are several differences between Hong Kong and Taiwan that may become a valuable research. The questionnaire was conducted to collect the necessary information. The result shows that there were less difference in purchase motivation between the consumer of Hong Kong and Taiwan; but publisher should concern the ＂price＂, ＂convenient place to buy＂ and ＂gifts, discounts, promotional activities etc.＂ and ＂books reputation＂ may have different characteristics in two places. We hope the results of this study can provide to the publisher as a valuable reference for their marketing strategies.