| Summary: | 碩士 === 明新科技大學 === 管理研究所 === 101 === This study aimed to understand the key factors college teachers use in the selection of textbooks, especially to study and understand the key factors in the selection of textbooks to provide improved textbooks for the publishing industry as reference material, also hoping to allow students in the process of reading the textbook to have good absorption.
In this study, the Delphi research method was used to explore the teachers' college textbook selection using key factors. The study started with experts in the interview guide, to learn the marketing model for college textbook publishing companies. We the used questionnaire design tools, and then to Delphi (Delphi) research, science,and technology faculty for the questionnaire survey, with three questionnaires recovered from the expert opinion summed up in the findings. Finally, in hyphen-depth interviews to learn more about the availability of key factors.
The study found several key factors in the selection of textbooks, the most important key factors are in order: first, "the contents of textbooks for the students with the help of ? risk". second, the "textbook narrative text allows students to easily read". third, "marketing specialist teaching aids provided for reference". fourth, the "textbook publishing industry to provide diversification, in line with current affairs information integration." These four factors which were chosen for the full questionnaire and teacher interviews, fully agree with the selection of the key factors between genders. The student section survey results found no significant difference in students purchase of textbooks.There was also no significant difference between different faculties (departments) in the willingness of students to purchase textbooks in Polytechnic Institute and School of Management students and humanities students, in the purchase of textbooks, the books because there is no significant impact on the original purchase intention difference.
Keywords: higher education teachers、textbook selection、 the key factor
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