文學雜誌對出版社或發行者為理想的堅持與散播，獲利通常不是其主要目的，這正是文學與商業雜誌最大不同處。文學雜誌在出版市場中屬於小眾市場，若沒有特定讀者的支持，縱有理想支撐也難以長期經營，因此如何讓雜誌選題儘量符合讀者的需求，開發多元題材及開拓新市場為文學雜誌經營必要的考量。本研究涵蓋閱讀行為、閱讀看法與意見、閱讀動機、閱讀重要性、閱讀滿意度及個人基本資料等六個部分，針對雲、嘉、南五縣市中等學校以上國文教師進行抽樣與問卷調查，共發放2,140份問卷，回收有效問卷591份。研究結果顯示，讀者閱讀文學雜誌管道以「借閱」比率最高，閱讀動機、重要性及滿意度皆以「資訊學習」向度為最高，且不同教育程讀者在上述三部分皆有顯著差異，所以文學雜誌除有生活美感與人文氣息養成外，必須提供文藝消息等可供讀者學習的資訊，才能吸引更多的讀者。 Literary magazines represent the persistence and dissemination of ideal for publishers. Profit-making is thus not the only purpose of literary magazine publishing which makes distinction from those commercial ones. Without support by devoted readers, literary magazines can not survive in rather limited market share. Publishers have to understand the demand of readers, design diversified topics, and explore new market segments for sustainable management of literary magazines. This research involves the reading behavior, assessment and opinion, motivation, importance, satisfaction, and readers’ background of literary magazines. Totally 2,140 questionaires were sent to Chinese teachers of junior high schools or above from Yulin, Chayi, and Taian counties/cities and 591 valid ones werer collected. Research findings reveal those who “borrowed” ranked among other channels of literary magazines acquiring. “Learning” is the most important dimension among others on reading motivation, importance, and satisfaction categories. There are significant differences on those three categories mentioned above for readers with difference educational backgrounds. To attract more potential readers, it is necessary for literary magazines not only to develop aesthetics and humanity accomplishments in life but also provide literary information that readers can learn from.
