| 摘要: | 大眾化消費盛行的台灣社會中，許多產品有其銷售排行榜，目的不外乎作為宣傳促銷之用，然而圖書雖具有教育及知識傳承的文化意涵，但面對競爭激烈的市場及圖書取向大眾化的趨勢下，圖書商品化的定位認知與行銷手法已被廣為接受，因此暢銷書排行榜的出現，在品質上雖無法評論出對讀者所呈現的意義為何，但在數量的方面肯定是被購買最多的，它告訴我們大眾「真正」在看的是哪些書。本研究以2003年誠品與金石堂書店暢銷書排行榜消費者為研究對象，以生活型態、產品涉入為自變項，購買動機為中介變項，購買決策為依變項，透過統計分析探討出何者為影響消費者的購書因素，以能在出版業界擬訂銷售策略時提供有效的建議。 本研究採便利抽樣，使用描述性分析、信度分析、單因子變異數分析、T檢定、雪費﹙Scheffe﹚多重比較分析、相關分析、迴歸分析等統計方法，其結果為: 1. 不同讀者特徵之暢銷書榜購買者在生活型態、產品涉入、購買動機及購買決策等變項間，絕大部分呈現顯著差異。 2. 暢銷書榜消費者在生活型態、產品涉入、購買動機及購買決策等變項間呈現部份顯著相關。 3. 暢銷書榜消費者在生活型態、產品涉入、購買動機及購買決策等變項間，除生活型態及產品涉入無法分別經由購買動機影響購買決策外， 其他變數個別對購買決策則有影響效果。
The trend of popular goods purchasing has been pervasive and burgeoning recently, numerous best-sellers are established for various kinds of products. Their purposes are mostly for propagation and promotion. The cognition of book merchandizing is widely accepted; in spite of their educational functions and knowledge delivering. In quality, although the best-seller is unable to show how much the mental value and devotion the given books offer; in quantity, it objectively offers the actual figure which the given books are sold. Namely, they are the very books chosen by readers. It somehow reflect the indeed necessary for readers.This study was to target the purchasers of 2003 best-sellers of the two biggest multiple bookstores in Taiwan, Kingstone and Eslite. Through the analysis which independent variables-Lifestyle and Product Involvement, intervening variable-Purchasing Motivation, and dependable variable- Purchasing Decision, this study shows the variables that are influential to readers’ purchasing motivation, so as to provide some effective advices for the publishing businesses to engage marketing strategy. This study uses analytical methods included descriptive statistics, one-way analysis of variance, t-test, and Scheffe multiple comparison analysis, relativity analysis and regression analysis, etc. The findings are as follows: 1. There were greatly significant differences in Lifestyle, Product Involvement,Purchasing Motivation and Purchasing Decisions among the various Readers’ Characteristics of best-sellers. 2. There were partly significant relativities among Lifestyle, Product Involvement, Purchasing Motivation and Purchasing Decisions. 3. Except the intervening variable, Purchasing Motivation, was not significantly influential to Purchasing Decision between Lifestyle and Product Involvement; the other three variables are individually influential to Purchasing Decision. |
