| 摘要: | 雜誌出版產業朝向分眾化市場發展的趨勢，各雜誌依其定位選擇內容題材，以迎合小眾閱讀群的需求，消費者可自行選擇喜愛的內容或工具書。以女性消費訴求為主的雜誌類型多元，其中時尚雜誌最受女性青睞。根據金石堂七大類雜誌銷售排行榜，2001年至2004年時尚雜誌銷售量名列前矛。 以雜誌市場需求來說，消費者是相當重要的部份。本研究為瞭解女性時尚雜誌讀者消費行為，分為兩個方式進行調查：首先調查市場上銷量最好的女性時尚雜誌，就內容取材加以分類，調查篇幅所佔比例，暸解編輯重點及內容走向；再來透過問卷調查，針對喜愛閱讀類別、生活型態及人口統計變項，對女性時尚雜誌讀者的消費行為做討論。 本研究在雜誌內容調查，依據出版年鑑2005年調查流行時尚類前五名雜誌，並收集2006年發行的雜誌，其樣本頁數總共為11,390頁，研究結果發現國內版的雜誌採取著重單一類別的篇幅，國際中文版則採取擴增兩個類別的篇幅。對消費者的問卷調查發現，不同購買行為的消費者之生活型態、喜愛閱讀類別及人口統計變項等部分有顯著差異，且女性時尚雜誌購買者與閱讀者，對於喜好的內容類別，及吸引他們購買的時尚產品類別皆不相同。
The magazine publication industry tends to the share audience market, and the content of every magazine is maked up the set topic to satisfy the target readers so the consumer can choose their favor or useful magazine’s content. There are many woman’s fashion magazines and is popular in market. According to the Goldstone’s analysis for seven groups of best selling magazines, woman’s fashion magazine kept at the top one position from 2001 to 2004. The consumer is important for the market of woman’s fashion magazine, so this memoir separates two ways for understanding the consumers’ behavior of fashion magazine. First, to choose a best circulation of woman’s magazine in the market, assort its matters on the content, investigate the percentage of every article and understand what the point of compile and the trend of content. Then, accorde to the questionnaire, to analyses the cosumers’ behavior including their favor reading habit, the life style and the demographics. The part of magazine content in the memoir, Based on Publication Annual in 2005 investigates the popular fashion class Top Five magazine and collects in 2006, the number of pages altogether is 11,390 pages,we realize that the magazine of domestic edition emphasizes the single edition, but the international Chinese edition enlarge two categories. The part of the cosumers’ questionnaire, we find that the life style, the reading habit and the demographics will influence the different form purchasing behavior. In addition, it is different style of cost from the purchasers and the readers. |
