| Summary: | 碩士 === 南華大學 === 出版事業管理研究所 === 92 === According to 1998 book market research in Taiwan, indicated that senior high school students composed of 31.1% share of market. Although today the senior high school students are still needed to face the colleage entrance examination, but research finded that they still desire to obtain knowledge and information through buying various kind of business, entertainment, political, scientific… etc. books or magazines. Therefore, this research will focus on book buying behavior and the consumer characteristic of Taipei senior high school students..
This study used the questionnaire survey to collected 427 valid data. Descriptive statistics, validity analysis, factor analysis, cluster analysis, chi-square test, one-way ANOVA, t-test, and Scheffe multiple comparison analysis were use to analysis perception of human value, life style and etc…( More detail analysis, please refer to body of the content.)
A brief summary of this research finding on books & magazines are as follow: 1.Life style 2. Concept of value 3.Gender, age, kid allowance, family income & parent education have significant impacts of high school student book buying behavior. (For detail comparision tables, please refer to inside tables and content.)
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