An Empirical Study about the Consumers' Experience and Adoption for the Parents of Children's Story Reading Room

• Main Authors: Yao-shui Chang, 張耀水
• Other Authors: Yuh-Shihng Chang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/whzsw7

碩士 === 世新大學 === 資訊傳播學研究所(含碩專班) === 96 === In the experience economy era, the consumers' trend transfer to the living feelings of the shopping experiences and exciting from the general get requirements. The meaningfulness of the experiences and exciting are the deep style communications and the aesthetics appreciating. The children's story reading room appears in the Taiwan lifestyle, it focuses on the atmosphere design about the scene, music, light of the story scenarios. And the children would follow the story into fairy tale situation naturally. It creates the values for aesthetics appreciating successfully, and linkage the creative economy with the life aesthetics. 「Reading is proceeding anytime anywhere, it is the consciousness flow which be accomplished in the natural without any pressure.」The creative space atmosphere of the children's story reading room is filled the most naturally and funny. It merged with the sense of sight、hearing and touch，excited children's learning interest. A brand-new value would be created in the process of reading picture book through appreciating scenarios. The reading activities are not restricted to text's reading or rote only. The values of the children's story reading room is bringing children to the fantasy world of picture books and discover the gorgeous realm of literature. The thesis focus on the children's story reading room that popularize reading atmosphere to confer with the correlation of the design of atmosphere, the shopping experiences , consuming desire, and to empire the following research observations: 1. To explore the influence of the children's story reading room design to children's reading experience. 2. To explore children's reading response under the influence of story house's atmosphere from the parents' viewpoints. 3. To explore the influence of the children story house's consumer experience to consumer attitude. This research attempts to create the empirical consuming experience model which is based on integrating the Aidan Chambers' conceptual of reading circle. Through the Descriptive Statistics, reliability and validity, correlation, multiple-regression, and the modeling analysis, to analyze the influence of consumer experience to consumer attitude. According to this research, the following result can be discovered. 1. The atmosphere design of children story house and story tellers will influence children's reading experiences. 2. The atmosphere, story tellers, reading experience and reading satisfaction will influence children's responses and effects of the reading for children's picture books. 3. Parents' consuming decision are depend on the atmosphere of children's story reading room, the professionalism of story tellers, children's reading experience, the reading satisfaction and the reading response. The appearance of children's story reading room reflects the children's picture books reading not only focus on knowledge accumulation but also the education of spirit, emotions, personality and attitude. The research is the first one focus on exploring the consumer experiences of children's story reading room in Taiwan. The contribution of the thesis can be a consult to who would to operate the children's story reading room for the future, and could be a guide on measuring the economics model of the brand-new children's story reading room.