臺灣獨立書店經營者經營特質之探討

臺灣實體書店在1980年代後因連鎖書店及網路書店的崛起面臨經營困境而衰退。然而許多實體書店並沒有因為這些衰退消失，而是化身為獨立店繼續存活。本研究主要探討這些「獨立書店」的經營者擁有什麼樣的經營特質而能讓書店持續營業。本研究訪談七位獨立書店經營者並佐以文獻分析，梳理出經營者的特質內涵，並依此組成三個層級的AHP分析架構，再根據39位經營者的專家問卷進行分析，定量出獨立書店經營者經營特質權重。研究結果顯示，經營者認為經營理念（0.705）的重要性大於經營策略（0.295），維繫書店價值（0.686）是最被重視的經營理念，而營造書店風格（0.365）則是最重要的經營策略。整體比較14個經營特質因子，維繫書店價值中的文化價值（0.198）與社會價值（0.172）是最重要的兩項。進一步從質性分析結果進行歸納，本研究認為獨立書店經營者的經營特質樣貌可分為四類：1.「以賣書為主要收入」、2.「追求自我實現」、3.「富有社會興趣」、4.「視開書店為天職」。據此可進一步推論，獨立書店經營者因具備這些經營特質而讓書店能夠繼續存活，持續悍衛、守護與耕耘臺灣多元文化與自由閱讀的重要場域。

關鍵字

獨立書店；經營特質； AHP層級分析法

並列摘要

From the 1980s onwards, the growth of bookstore chains and online bookstores has brought about the decline of Taiwan’s physical bookstores. However, many of these physical bookstores managed to overcome this challenge and survive by transitioning into independent bookstores. This study aimed to examine the business characteristics that the owners of these independent bookstores adopted in order to keep their businesses going. The researchers first interviewed the owners of seven independent bookstores. Subsequently, a literature analysis was performed to consolidate the traits of these owners, which then formed the basis of a three-level analytic hierarchy process (AHP) framework. Afterwards, the responses from the expert questionnaire administered to 39 owners were analyzed to quantify the weights assigned to the bookstore owners’ business characteristics. According to the results, the owners perceived that having strong business philosophies (0.705) was more important than having business strategies (0.295). They also felt that maintaining a bookstore’s value (0.686) was the most salient business philosophy; while creating a distinct style for their bookstores (0.365) was the most salient business strategy. A total of 14 characteristics of business-related factors were compared, and cultural value (0.198) and social value (0.172) were found to be the two most important items in maintaining the bookstore’s value. Based on the results of a qualitative analysis, this study proposes that there are four major business characteristics adopted by the independent bookstore owners, namely selling books as the main source of income, pursuing self-realization, having abundant social interests, and regarding operating a bookstore as their calling. On this basis, we further infer that having these business characteristics enabled the independent bookstore owners to maintain their businesses and, consequently, contribute towards the safeguarding, protection, and fostering of Taiwan’s cultural diversity and freedom to read.

並列關鍵字

Independent bookstore ； business characteristics ； analytic hierarchy process (AHP)

參考文獻

43.蘇峻弘、詹書麟（2010）獨立書店的商業模式與契機-以公館溫羅汀文化圈為例，圖文傳播藝術學報，111-122。Doi：10.29886/NTUADGCA.201005.0014

2.Brendan L.& Karryl S. (2016). Let Bookstores be Bygones? Memories and Materiality of Bookstores on the Pages of the Singapore Memory Project, Springer Science Business Media New York. DOI:10.1007/s12109-016-9447-6

一、中文部分