書籍封面對讀者心理態度與行為意圖之關係研究－以心理勵志類書籍為例

A Study on the Relationship Between Book Cover and Readers' Psychological Attitude and Behavioral Intention: The Case Study of Self-Help Books

楊朝明(Chao-Ming Yang) ； 巫宜芸(Yi-Yun Wu)

《藝術學報》 111期 (2022/12) Pp. 75-98

摘要

根據研究大多數改善生活質量的建議，並不是在診所的心理諮商室中獲得，反而是自行從大眾媒體雜誌或專業書籍中學習作家的專業知識與建議，而一本銷售量很高的心理勵志類書籍，除了內容須符合讀者群所需之外，書籍封面的設計形式亦扮演著關鍵角色。本論文以心理勵志類書籍為研究對象，採用4×2受測者間實驗設計，探索「封面設計類型」（插畫、肖像、情境、文字）和「認知需求差異」（低、高）的作用，對讀者之心理態度與行為意圖的影響。整體的實驗共有16個情境，總計測得有效樣本共243份（男＝98；女＝145），採用二因子變異數分析作為對應變數的考驗方法。研究最後歸納出三個主要的顯著結果：（1）以「插畫設計」與「肖像設計」為主的封面類型，比較容易擄獲低認知需求讀者的目光；（2）以「情境設計」為主的封面類型，亦比較容易誘發低認知需求讀者的專業信賴感及購書意願；（3）以「文字設計」為主的封面類型，不僅能夠吸引「高認知需求」讀者的目光，亦能獲得較佳的專業信賴與購書意願。封面設計是一本書的靈魂，它不但能傳遞出書籍的屬性，也可以引發讀者閱讀的興趣，本研究結果可提供給出版商與心理勵志類作家，未來在撰寫書籍與出版時的參考依據。

關鍵字

心理勵志類書籍 ； 封面設計 ； 心理態度 ； 行為意圖 ； 認知需求

並列摘要

According to the research, most of the psychological advice for improving the quality of life is not obtained in the psychological consultation room of the clinic, but from the mass media magazines or professional books. In addition to whether the content meets the needs of the readership, the design form of the book cover also plays a key role. This paper took psychological inspirational books as the research object, adopted a 4 × 2 between-subjects experimental design, and explored the role of "cover design types" (illustration, portrait, scenario, typography) and "need for cognitive difference" (low-NFC, high-NFC), the influences on readers' psychological attitudes and behavioral intentions. Overall, the experiments contained 16 conditions, and a total of 243 valid samples were collected (98 from men and 145 from women). Two-way analysis of variance was employed to examine dependent variables. This study yielded 3 results: (a) Cover types based on "illustration design" and "portrait design" were easier to capture the attention of readers with low-NFC. (b) The cover type mainly based on "scenario design" was also more likely to induce the professional trust and willingness to purchase books of readers with low-NFC. (c) The cover type mainly based on "typography design" can not only attracted the attention of readers with high-NFC, but also obtained better professional trust and book purchase willingness. Cover design is the soul of a book. It can not only convey the attributes of the book, but also arouse readers' interest in reading. The results of this study can be provided to publishers and psychological inspirational writers as a reference for future book writing and publication.

並列關鍵字

self-help book ； cover design ； psychological attitude ； behavioral intention ； need for cognitive

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