| Summary: | 碩士 === 大葉大學 === 觀光餐旅碩士在職學位學程 === 106 === This study aims to investigate the current situation of the lifestyle and purchasing decision-making of consumers who purchased Japanese literary tourism books and further, to analyze their consuming behavior between lifestyle and decision-making. We used the PTTWeb Japan Travel as a source of information, and random convenient sampling were conducted and 215 out of 216 questionnaires were returned with recovery rate of 99.54%.
The results of this study were as followed: (1) Consumers of different genders, education levels and occupations have significant differences in decision-making. (2) Different shopping bookstores, online bookstores frequency and sources of published information had significant differences in consumer’s lifestyle. (3) Consumers had significant differences in purchase decision with number of book purchasing, visiting bookstore and online store frequency (4) Different consumers’ lifestyle are significantly related to their purchase decision.
Based on the research findings, recommendations were proposed to provide references for students, school, and related research.
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