| Summary: | 碩士 === 玄奘大學 === 資訊傳播研究所 === 97 === The new used-book store“Book Off”in Japan. Has changed the style of used-book marketing and increased profitability. Taiwan has a similar used-book store called“Mollie”, How the“Old”second band book industry has changed to the“New”economy of book selling industry. How doses the new economy satisfy the consumers?
Base on the need-hierarchy theory developed by Maslow (1943), this research explores the new used-book consumer demand in“Mollie”. And to find out the applicability of the need-hierarchy theory in the analysis of the used-book and the new used-book consumers.
Discovers that the Maslow’s need-hierarchy theory can respond to the research of new used-book consumer demand terms of“materialization”,“socialization”,“personaliation”. Therefore, this research finds out that the new used-book consumer demand can use the concept of“Dual-Demand”to explain.
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