A Study on The Reading and Consumption Behavior of Taiwanese Catholic Publications

• Main Authors: Yueh-chiao Tsai, 蔡月嬌
• Other Authors: Li-chih Ying
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/90826178001020667893

碩士 === 南華大學 === 出版事業管理研究所 === 92 === 　　Catholicism has entered into Taiwan society for the past 140 plus years. Whatever research or studies, that has been done about Catholicism in Taiwan, has been mainly focused on the narration of missionary activities and the sociological discussion of how the Church progress up to the present days. Yet, the importances of the Church’s publications, and the church members’ reading and consuming behaviors, have been greatly neglected. This research, therefore, focused mainly on these two points. First, it focused on the Catholic publications’ overall content, category, and its related social situation. Second, it focused on the behaviors of the faithful toward the Catholic publication with the aspects of reading and consuming behavior. 　 　　This research is done mainly through the Catholics of the Yun-Lin and Chia-Yi counties of Taiwan. This research method is done through the questionnaire survey. The analytical variables included demographic characteristic variables, reading and consumer behavior variables, and lifestyle variables. This analytical method also included descriptive statistics, validity analysis, factor analysis, one-way analysis of variance, chi-square test, t-test, and Scheffe multiple comparison analysis, etc.This research resulted the following five points: 　 1. Significant differences in reader behavior, reading frequency, books’ categories, and motive between the readers of different population. 　 2. Significant differences in consumer behavior, consuming frequency and amount, information and factors between the consumers of different population. 　 3. Significant differences in reader behavior between the readers of different lifestyle. 　 4. Significant differences in consumer behavior between the consumers of different life style 　 5. Significant correlations in readers' motive and consuming factor between the readers of different life style