| Summary: | 碩士 === 國立嘉義大學 === 幼兒教育學系研究所 === 101 === The research is aimed to understand that preschool teachers their consumer behavior in buying picture books and its motivation and the current status of the decision-making situations. There were 332 preschool teachers in Chiayi conducted a questionnaire survey , a total of 268 valid samples , surveying stratified random sampling extraction by using descriptive statistics , T test , one-way ANOVA , and Pearson's correlation analysis , based on the results and discussion , the results are as follows:
1.The consumer behavior in preschool teachers get through “media information”; picture book information is informed by “colleagues”; “teaching demand” is principal in buying picture books.
2.To buy children picture books, most preschool teachers go to the “General Bookstore” to buy picture books; buying at the “Eslite bookstore” is the most; buying on the “online bookstore” is less.
3.Preschool teachers purchase / (buy) picture books “once to twice” every month; preschool teachers stay "16-30" minutes to a maximum; the average purchase amount is “$ 1,000” and “10” the following picture books purchased each year.
4.To enhance the cognition of young children , only the "Eastern" preschool teachers buy picture books is slightly significant difference ; preschool teachers' “level of education” to the medium of instruction, there is clearly significant differences ; in terms of sales, the motivation of the preschool teachers who are from different backgrounds to buy picture books, preschool teachers’ “ position” is significant difference.
5.To picture book products, only "personal income", "position", “preschool teachers teaching area” are slightly significant; to picture book prices, only “teach area” is slightly significant difference ;only the “Education level” picture books, preschool teachers in buying picture books is significant differences.
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