初探父母購買童書消費行為與動機

Parents to Buy Children's Books Consumer Behaviors and Motivations of the Study

李連鑫(Lien-Hsin Li)

《中華印刷科技年報》 2011 (2011/03) Pp. 270-281

https://doi.org/10.30153/JCAGST.201103.0022

摘要

近年來隨著童書出版書籍的出版量增加，童書出版業發展日漸完整，但隨著少子化的影響，出生率的降低影響童書的銷售方式，本研究採用調查法中的訪談法，訪談30位家中有0-12歲孩童的父母，研究他們的主要購買行為，其目的在於了解父母購買童書時的消費行為與消費動機，研究結果得知現階段父母主要購買童書的消費動機為取得新知，而取得童書新書訊息方式以網路及親友為主，購買行為開始以網路書店為主要購買方式。

關鍵字

童書 ； 購買行為 ； 購買動機

並列摘要

In recent years, with the in crease in children's book, More complete development of children's book publisher. But with the impact of low birth rate, birth rate began to affect children's books sales decrease. Interview method used in this study. We interviewed 30 parents with children aged 0-12, and their main buying behavior research. Purpose is to understand when parents buy children's books of consumer behavior and consumer motivation. Results understand parents to buy children's books for the primary consumer motivation to learn new knowledge. Network and friends are their main way to get children's books new book messages. The main approach is to buy on internet bookstore.

並列關鍵字

children's books ； consumer behavior ； consumptive motives

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