Exploring the Factors Affecting Parents with Preschool Children Purchasing Picture Books

• Main Authors: Hsiu-Ching Huang, 黃琇晴
• Other Authors: Tsung-Jen Yang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/76816927180377984211

碩士 === 南華大學 === 文化創意事業管理學系 === 102 === 　　Children are the future of our country, and education serves as a means to cultivate and develop children into mature-minded individuals. Education is also a driving force of our nation, crucial to our international competitiveness. Reading is the key to elevate education quality and is the foundation to a successful implementation of educational policies. Reading enriches the mind and broadens the life, acts as the essence of education, thus a well-functioning education system must promote reading initiatives. The readers of picture books are children; however, the buyers of picture books are parents. This research intends to discuss how lifestyles, consumptive motives, and consumer decision-making styles affect consumer attitude in purchasing picture books. 　　This research adopts questionnaire survey. The subjects are parents of pre-school aged children. The questionnaire is based on previous studies analyzing on theories of lifestyles, consumptive motives, and consumer decision-making styles. 1400 copies were distributed, 494 were collected, and 429 are effective copies. After statistical analysis, following conclusions are drawn: 1. Variable of parents are statistically significant to lifestyles, partially supported. 2. Variable of parents are statistically significant to consumptive motives, partially supported. 3. Variable of parents are statistically significant to consumer decision-making styles, partially supported. 4. Recommendations are suggested based on this research, for publishers, parents, and educational institutions.