| 摘要: | 兒童是國家未來的主人翁，故教育即是培育孩子成長茁壯、使之成為國家棟樑，並讓國家的未來日趨進步且能在國際間具備競爭力的必要途徑。而閱讀更是提升教育品質、落實教育政策的基石。閱讀不僅能涵養生命、豐富生活，閱讀更是教育的靈魂，所以良好的教育體制絕對少不了閱讀風氣的提倡。繪本的使用者是兒童，而消費者卻往往是家長，本研究將探討學齡前兒童家長在選購繪本時，其在生活型態、消費動機與消費決策型態之影響下的消費態度。 本研究採用問卷調查法，研究對象為學齡前兒童家長。問卷題項依據文獻分析探討生活型態、消費動機與消費決策型態之理論內涵編製而成。總共約發放1400份，回收494份，有效問卷總計為429份。經統計分析結果，獲得之研究結論如下：一、 學齡前兒童家長之人口統計變數與生活型態有顯著差異獲得部份支持。二、 學齡前兒童家長之人口統計變數與消費動機有顯著差異獲得部份支持。三、 學齡前兒童家長之人口統計變數與消費決策型態有顯著差異獲得部份支持。四、 根據研究結論，提出具體建議，以作為出版相關單位、家長及教育單位之參考。
Children are the future of our country, and education serves as a means to cultivate and develop children into mature-minded individuals. Education is also a driving force of our nation, crucial to our international competitiveness. Reading is the key to elevate education quality and is the foundation to a successful implementation of educational policies. Reading enriches the mind and broadens the life, acts as the essence of education, thus a well-functioning education system must promote reading initiatives. The readers of picture books are children; however, the buyers of picture books are parents. This research intends to discuss how lifestyles, consumptive motives, and consumer decision-making styles affect consumer attitude in purchasing picture books. This research adopts questionnaire survey. The subjects are parents of pre-school aged children. The questionnaire is based on previous studies analyzing on theories of lifestyles, consumptive motives, and consumer decision-making styles. 1400 copies were distributed, 494 were collected, and 429 are effective copies. After statistical analysis, following conclusions are drawn:1. Variable of parents are statistically significant to lifestyles, partially supported. 2. Variable of parents are statistically significant to consumptive motives, partially supported. 3. Variable of parents are statistically significant to consumer decision-making styles, partially supported.4. Recommendations are suggested based on this research, for publishers, parents, and educational institutions. |
