| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 89 === The purpose of this study is to discover the factors that are important in college-age students’ choice of bookstores. Samples were drawn from three universities in Taipei. Demographic data and data relating to importance and satisfaction were used as independent variables to explore the relationship between bookshop choice and consumer satisfaction.
A structured questionnaire was used to gather data on the respondents’ demography, bookshop choice, customer experience, and factors relating to importance and satisfaction. Four hundred seven valid questionnaires were collected and analyzed using statistical techniques such as factor analysis, chi-square and T-test analyses and ANOVA.
Major findings are as follows：
1.The customers typically go to the bookshop alone, stay for a period of half an hour to one hour, spend an average of between 501 and 1000 New Taiwan Dollars, usually shop during the weekend, get most of their information about the bookshop as they pass by, and make the highest proportion of their purchases in the leisure/entertainment category.
2.Gender, year in school, time spent in the bookshop and sources of information concerning books have no correlation with choice of bookshop.
Based on the findings, the author suggests that effective marketing strategies should be designed based on the most salient factors.
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