A Study of the Consumer Motivation of Children's Books

• Main Authors: Ya-Hui Yang, 楊雅惠
• Other Authors: Yu-Kai Huang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/83007923947339023024

碩士 === 南華大學 === 文化創意事業管理學系文創行銷碩士班 === 104 === 　　Reading is not only the foundation of learning， but it also determines how competitive children could be. With the low fertility rate in Taiwan， many parents spare no effort to educate their children. They provide their children with a great material life as well as a better learning environment. Children's books are the productions of cultural and creative industries. Domestic writers of children's books are getting more and more popular. With the publication of children's books comes in third in the market， how to choose suitable books for kids as a parent also becomes an issue. The survey targets parents with elementary school children. They were divided into two groups， based on whether their children study in urban or remote areas. The purpose of this survey was to investigate the differences in buy behavior in the aspects of demographic variables， life style and the motivation of purchase. 　　This survey was conducted by questionnaire method， which the participants are the parents of elementary school students. The questionnaire was designed based on the analysis on documents， which revolves the theory of life style and the motivation of consumption. In the total of 595 questionnaires were distributed， with 518 returned， including 499 valid copies. According to the analysis of those valid copies， the results are shown as follows: 1. The demographic variables of the parents and their experience of purchasing children's books are shown partly significant effect. 2. The demographic variables of the parents and their life style are shown partly significant effect. 3. The demographic variables of the parents and their motivation of purchasing children's books are shown partly significant effect. 4. The life style of the parents and their motivation of purchasing children's books are shown significant effect. 5. The conclusions of this survey can serve as references for related publishers， parents and education systems.