近年來大眾文化的快速興起，以及娛樂市場為主導的前提下，娛樂明星逐漸跨足出版領域，並形成一股熱潮，各種類型的明星書充斥大眾文化消費市場，不僅成為一種新的出版類別，更是充滿話題性與娛樂性。 本研究主要探討購買明星書籍消費者的消費者特徵、消費者的購買行為。本研究採實證研究方法，首先瞭解2000年至2006年市面上出版的明星書籍的出版現況並且進行分析；接著以問卷調查的方式，針對購買明星書籍的消費者利用網路問卷進行消費行為調查，得到227份有效樣本。調查結果經統計後，就人口特性與消費者行為、生活型態、購買動機相互間之關係加以分析。 研究結果發現，依據2000年至2006年依據搜尋所得之528本明星書籍，可將其內容分為11類，其中2004年及2005年在書籍數量、作者人數與出版社數量三方面成長速度最為迅速。對消費者的問卷調查結果發現，明星書籍購買族群主要為20~24歲(52%)與15~19歲(25.6%)，購買價位在201~300元(43.2%)間。不同購買行為的消費者在生活型態、購買動機及人口統計變項等部分有顯著差異。且讀者購買類別最多的前三類為瘦身美容造型知識、旅遊類及經驗分享類，而調查市面上出版之明星書籍最多的前三類戲劇相關類、經驗分享類及瘦身美容造型知識類，兩者供需間顯示明星書籍在旅遊類方面可以更加強，以因應讀者需求。 Since an increasingly rise of mass culture and needs of amusement, more entertainers involved in the field of publishing. Entertainers’ writing is recently dominant in consumer markets with its purpose of entertainment. This trend contributes not only to an additional category of books but also to an amusing talking-point for the public. This study adopting empirical research methods explores the behavior and characteristics of the consumers who purchase these products. Firstly, this study reviews and analyzes the state of entertainer’s book publishing the between 2000 and 2006. Second, this paper conducts survey with Internet questionnaire and particularly focuses on the customers who consume of entertainers’ Book. Two hundreds and twenty-seven objects have been replied questionnaire. There salts were used to scrutinize consumer’s behavior, life style, their consumption motivation and the relation among the above variables. Five hundreds and twenty-eight entertainers’ books published between 2000 and 2006 had been collected. The results show that there was a dramatic increase in the number of selling books, writers and publishing companies in 2004 and 2005. The questionnaire results indicate that the main consumer groups are the ages between 20 and 24 and between 15 and 19 years old. The consumption amount is about the young people TWD$201 to TWD$300. It also shows that different consumers with different behavior have remarkable variety in life style, consumptive motivation and demographic characteristic. The most popular 3 kinds of published entertainer's books are different of the most popular 3 kinds of books which the entertainer's prefers to publish.
