| Summary: | 碩士 === 世新大學 === 圖文傳播暨數位出版學研究所(含碩專班) === 101 === Along with the industry development of Print On Demand business and due to the imaging technology innovation, the friendly pricing of 3C digital equipment, the high usage rate of digital images and such reasons, Photo Book products provide people to have a more refined, exclusive unique sense way of image output; However, Taiwan Photo Book vendors have a wait-conservative attitude because some of them did miss business opportunities at the beginning, for the actual investors relative to the Photo Book industry, their business model needs to be changed for new customers’ needs, but however, the Photo Book industry in Taiwan relate to POD printing development having more than a decade since 2000. Neither new comer nor the actual investor of Photo Book vendors has the market status and user behavior data in Taiwan. The purpose of this study is to provide the proposed reference of Taiwan relative to the Photo Book industry in the business strategy through research and analysis of the current situation relative to the Photo Book market in Taiwan and its user’s behavior. In this study, the uses and gratifications theory of consumer behavior based on expert interviews and questionnaire analysis to explore the status of Taiwan relative to the Photo Book market and its user behavior. Conclusions are drawn: the current status of the Photo Book market in Taiwan; second, the current situation and analysis of Taiwan Photo Book user's behavior; third, let vendors know how to change their business model according to Photo Book user's behavior data; four, put forward specific conclusions and recommendations for the reference of the enterprises or the following-up study.
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