| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 89 === The purpose of the study is to analyze the consumer’s level of involvement in books and to use involvement as the segmentation variable to divide the book market into segments. The study was based on three types of factors that cause involvement, and segmentation analysis was carried out using several statistical methods, including factor analysis, cluster analysis and discriminant analysis.
Based on questionnaire data, the book market can be divided into four segments. Consumers in the different segments can be identified on the basis of their involvement, which is the factor that differentiates the four sub-markets. Demographic factors, such as age and education, and factors that characterize bookstores and affect the choice thereof can also be used to describe the sub-markets.
The on-line bookstore is another subject of the study. A correlation between consumers’ identification with on-line bookstores and the segmentation of the book market was hypothesized, and the results support this hypothesis.
Strategies that reflect inter-segment differences are suggested as a means of giving the results of this research practical application.
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