A Study on Adult Taiwanese Preferences for Book Types of Leisure Reading

• Main Authors: Ya-Yin Tsai, 蔡雅音
• Other Authors: Chiung-Yu Huang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/53542257549909798470

碩士 === 南華大學 === 休閒產業經濟學系 === 102 === 　　With the increase of national income and the improvement of living standard, doing recreation activities in leisure time has become a life style. However, the research on whether Taiwanese adults do leisure reading in the daily life and on what book category they choose is extremely limited. In the present literature, most research explores this topic on particular groups using questionnaire designed by the researchers. Therefore, the conclusion has limitation and we couldn’t learn the features of average Taiwanese reading book choices. 　　In this thesis, 2007 Taiwan Social Change Survey, Year 3 of Cycle 5, is used to analyze Taiwanese reading behavior and their choices of book category. To correct the selection bias in binary choice models, Heckman two-stage estimation is adopted. At stage one, the probit model is used to discuss what factors determine whether an adult does leisure reading. At stage two, we discuss variables influencing the choice of book category. 　　The estimation results from stage one show that the adults with fewer laboring hours, higher education, higher income, female, parents graduated from senior high school, vocational schools, or sergent schools, living in the non-rural areas are more likely to do leisure reading. The results of choices of book category from stage two are presented below. (1) Adults with higher education are more likely to choose books in “soul self-improvement and religion”, “classical and modern literature”, “personage’s biography and history”, and “the caricature” categories. (2) The older adults are more likely to choose books in “family life (DIY, health, education)” and “soul self-improvement and religion” categories. (3) Adults with higher income are more likely to choose books in “consumption and financing” as well as “finance and ecomics industry”. (4) The male adults are more likely to choose books in “swordsman, detective, magic novel”, “science, information technology”, and “the caricature”. (5) Adults living in the rural area and independent peasant family are more likely to choose books in “science, information technology” category but less likely to choose books in “soul self-improvement and religon” and “the caricature” categories.