| Summary: | 碩士 === 輔仁大學 === 應用統計學研究所 === 86 === Although the amount that the university students can spend is not much, they are eager to gain more knowledge. This research selects the students of Fu-Jen Catholic University as the study object, trying to understand the characteristics of buying behavior of the students and the effects different statistical variables of population will have on normal buying behavior of books and searching the essential characteristics and differences of buying behavior of different clusters segmented by life style and buying methods.
The result indicates that the main sources of book-reading of the students are to buy books and/or to borrow books from the library. Most of the students gain relative information from display and showcase in bookstores. The average amount each person spends on purchasing books is around NT$386 per month and the main reasons of buying are for recreation and for the increase of knowledge. As to the sorts of books, literary and psychology-encouraging works will be more popular. Chain and normal bookstores will be the main places of buying the books.
In the sight of students from different colleges, those from colleges of arts, foreign languages and human ecology can be induced as the group that likes reading. Those from college of liberal arts can be induced as the group that is concerned about information and those from medical college, college of law, college of management and college of sciences and engineering can be induced as the group that is restricted. From the aspect of buying behavior, students from college of liberal arts and college of foreign languages will spend much more time on reading books and students from college of liberal arts and college of arts will spend more money on buying books. In brief, students from different colleges tend to buy books that relate to their majors.
From the aspect of sex, male can be induced as the group that is restricted and female can be induced as the group that likes reading. Moreover, since the money male can spend is more, they pay more money to buy books. However, the sources female can read books are more wide-ranging than male can obtain; hence, they take more active interest in gaining relative information about books.
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