本研究將過去兩年內曾購買過兒童書籍的高雄市國小教師為主要研究對象,探究生活型態、購買動機與購買決策之關係;本研究之目的為:瞭解不同生活型態國小教師在兒童書籍消費上,其購買動機與購買決策之概況。分析不同人口統計變項之國小教師,在兒童書籍購買動機上差異情形。探討不同人口統計變項之國小教師,在兒童書籍購買決策上差異情形。探究國小教師在兒童書籍購買上,不同生活型態與購買動機間之關係。本研究採便利抽樣法,時間於103年3月20日至103年4月25日,共計發放問卷340份,去除無效問卷或未填寫完成者,實際可用的有效樣本共293份,回收率達86%。利用層級迴歸方法分析,獲得以下實證結果: (一)生活型態與購買動機有顯著正向關係,獲得部份支持; H1-1 :家庭中心和教育期盼間有顯著正向關係。 H1-2 :時尚流行和教育期盼間有顯著正向關係。 H1-6 :家庭中心和閱讀情境間有顯著正向關係。 H1-7 :時尚流行和閱讀情境間有顯著正向關係。 H1-11:家庭中心和多元發展間有顯著正向關係。 H1-12:時尚流行和多元發展間有顯著正向關係。 (二)生活型態與購買決策間有顯著正向相關,獲得部份支持; H2-1 :家庭中心和資訊來源間有顯著正向關係。 H2-4 :健康生活和資訊來源間有顯著正向關係。 H2-6 :家庭中心和評量準則間有顯著正向關係。 H2-7 :時尚流行和評量準則間有顯著正向關係。 H2-9 :健康生活和評量準則間有顯著正向關係。 (三)購買動機與購買決策間有顯著正向相關,獲得部分支持; H3-2 :閱讀情境和資訊來源間有顯著正向關係。 H3-4 :教育期盼和評量準則間有顯著正向關係。 H3-5 :閱讀情境和評量準則間有顯著正向關係。
The study sample of primary school teachers purchasing child books as objects, to explore the relationship among lifestyles, purchasing motivation and purchasing decision; Therefore, the aim of this study is : to understand the current situation in purchasing motivation and purchasing decision of primary school teachers with different lifestyles. To analysis of the difference in purchasing motivation of different population statistics variables of primary school teachers and explore the difference in purchasing decision of different population statistics variables of primary school teachers. And to explore the relationship between different lifestyles and purchasing motivation in primary school teachers purchasing child books. This study adopted convenience sampling. A total of 340 questionnaires were distributed, 304 copies were returned, and 11 invalid copies were excluded. There were totally 293 valid copies, and valid returning rate was 86%. Using hierarchical regression analysis, obtained the following empirical results: 1. Lifestyles and purchasing motivation will show partly significant effect. 2. Lifestyles and purchasing decision will show partly significant effect. 3. Purchasing motivation and purchasing decision will show partly significant effect.