英語教學雜誌讀者購買動機與使用行為之研究－以CNN互動英語雜誌為例

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Title:	英語教學雜誌讀者購買動機與使用行為之研究－以CNN互動英語雜誌為例
Other Titles:	A Study between English Teaching Magazine Reader's purchasing Motivation and Behavior
Authors:	劉玉琳 Liu, Yu-Lin
Contributors:	出版學研究所郭常銘 Kuo Chang-Ming
Keywords:	英語教學雜誌;消費者行為;購買動機 English Teaching Magazine;Consumer Behavior;Purchasing Motivation
Date:	2002
Issue Date:	2015-05-18 11:54:37 (UTC+8)
Abstract:	本研究主要的目的在探討英語教學雜誌的讀者人口特徵、使用行為及讀者購買英語教學雜誌的動機，本研究亦探討人口變項是否會影響讀者的使用行為及購買動機，及讀者的購買動機與使用行為是否有關連。本研究之研究對象為「CNN互動英語雜誌」訂戶，因此本研究採量化研究，以問卷調查法作為研究工具。隨機問卷郵寄發放，由受訪者自行填寫問卷，回函後後一併做收集、統計分析。在問卷調查期間共收集了379份的有效問卷。研究者利用描述統計學、因素分析法、t撿定、單因子變異數分析、皮爾森相關分析等統計方法分析資料。透過本研究探討讀者的購買動機、閱讀使用行為，彙整研究的分析結果，提供英語雜誌出版業了解讀者需求及行為，希望對其日後之行銷策略之擬定有所助益。此外，對相關之學術研究提供一些實證資 The main purpose of this research is to profile the characteristics and behavior of English teaching magazine population , the motivation of purchasing it. In addition to understanding what factor affect these readers. The subject of research is the subscriber of CNN Interactive English Magazine. The Study is using the quantitative research. The method is using questionnaire survey research. And the quantitative is random sample. After readers fill in a quantitative and reply. There are 379 efficient questionnaires gathered. These data are analyzed by Frequency analysis, Factor analysis, t test, Oneway ANOVA, and Person correlation. By way of the understand reader's purchasing motivation and behavior, the research can assist the English magazine publisher to understand the reader's demand and behavior. Suggestions hope to offered them for the future strategies and reference. Besides, The research offered the empirical studies to the academic research.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Institute of Publishing & Cultural Enterprise Management Studies)

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