| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 104 === In the past three years, the publication of children’s book has ranked number two among all publications. Low birth rate is one of the factors. This study first organizes literature review and collects data by using questionnaire. Based on the theory of planned behavior, this study then verifies the model of consumer behavior of children’s book purchasing.
This study uses the purchasing experience of consumers in Tainan, Kaohsiung, and Pingtung. Convenience sampling is used to collect questionnaires. Total of 497 copies of valid questionnaires are obtained. SPSS and AMOS are used to analyze the questionnaires. The results show that attitude, subjective norms, and perceived behavioral control have positive effects on consumer behaviors. Among them, the effect of the perceived behavioral control is the greatest. The effect of attitude is second place, and the effect of subjective norms is third place.
This study shows that consumers perceive that they are able to purchase books for their children. If they are aware of more publication information, they have more behavior of children’s book purchasing. This study suggests that the publishers should obtain reader information and then constantly send e-letters. In order to draw readers’ attention, they should also setup an internet community and post information of book themes, author backgrounds, book reviews, or book-related news. By doing so, the consumers would pay attention to the benefits of the books to their children. The benefits include knowledge gained, leisure for mind, and development of character. The publishers should publish children’s books taking these into consideration. Publishers may observe the consumer purchasing trend in order to create benefits for publishers themselves, consumers, and children.
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