| 摘要: | 本研究旨在探討不同價值觀、生活型態及人口統計的國小低年級家長，在童書購買行為上的差異，根據研究結果提出建議，供業者在擬訂行銷策略時之參考，亦提供學童家長、國小教師及教育研究機關，作為促進學童閱讀活動之參考。 本研究之母群體為雲林縣國小低年級家長，依學校規模分層抽取23所學校，共發出730份問卷，收回 718 份，問卷回收後，共計有效樣本707份。 本研究採用問卷調查法，並以「國小低年級家長童書購買行為與消費者特性之關聯性研究問卷」作為資料蒐集的工具，根據雲林縣國小低年級家長填答結果，以樣本敘述分析、t考驗、集群分析、卡方檢定、單因子變異數分析、雪費多重比較分析等方法實施檢定分析。主要研究結果如下： 一、雲林縣國小低年級家長購買童書以「學校、住家附近之書店、 文具店」為主要購書地點，「書店陳設」為主要資訊來源，而在童書各項評估準則中，最重視「行銷活動」。 二、在「書訊出版情報」這個童書資訊來源上，經研究結果顯示，母親比其他關係的家長還要重視。高中、高職教育程度的家長比研究所（含）以上的家長較常在「地攤」這個地點購買童書。 三、教育程度與家庭所得較低的國小低年級家長，在童書購買金額上，比教育程度與家庭所得較高的國小低年級家 長花費較少。 四、不同價值觀的國小低年級家長在童書購買冊數、購買金額及童書評估準則上有顯著差異。不同生活型態的國小低年級家長在童書購買冊數、金額、地點及頻率上也皆有顯著差異，在童書評估準則上，則部分有顯著差異。
The purposes of this research are to probe into the discrepancies among parents of lower grades students'in elementary schools while purchasing children's book, and according to the findings, to put forward proposals for the reference of book sellers while making up marketing strategies, as well as for the reference of parents, teachers, and educational research institutions while organizing reading activities for school children. The prime subject group of this research consists of the parents of elementary lower grades students' parents in Yunlin County, which extracted from 23 schools based on their scales. 730 questionnaires are sent out, with 707 being screened as valid samples from 718 respondents returned. This research adopts the questionnaire method, titled “Research on the Co- relationship between Elementary Lower Grade Students’ Parents Behavior of Purchasing Children’s Books and Consumer Characteristics”. The respondents' replies are verified and analyzed with such methods as Descriptive statistics, t-test, Cluster Analysis, Chi-square, One-way ANOVA, Scheffe Multiple Test. The main findings are as follows: 1. The main locations for elementary lower-grade students' parents' purchasing children's book are “schools, near-by bookstores and stationery stores”, with “bookstore display” being the primary source of information. Among all the criteria of evaluations of children books, “marketing campaigns” are the most valued. 2. The results of the study show that mothers'values “book publishing information” more than any of the children's other upper-generation relatives. Parents with senior high school and vocational high school degrees do books shopping at road stands more often than parents with graduate and upper degrees. 3. Elementary lower-grade students' parents with lower education levels and family incomes spend less on children's book shopping than their counterparts with higher education levels and family incomes. 4. Different points of value lead to apparent discrepancies in the criteria of evaluation of children's book. for elementary lower-grade students' parents on the volumes and budgets of children's book shopping. Different life styles result in elementary lower-grade students' parents' apparent discrepancies in the volumes, budgets, locations, and frequencies of children's book shopping, and partially apparent discrepancies in the criteria of evaluation of children's book. |
