由於時代的進步與環境變遷，在「知識經濟」的時代，父母瞭解學習的重要，也更加重視子女的教育品質及未來發展可能，「不要輸在起跑點」的觀念在台灣已是父母親的共同觀念，而兒童學齡前雜誌的發行正好滿足大部分台灣父母親的實際需要。 出版品的發行大都以使用者為對象，來執行編輯及行銷規劃，兒童雜誌的使用者是學齡前兒童，而出版社的行銷對象是兒童的父母親，本研究以嘉義市公私立幼稚園大班學童家長為研究對象，以探討「兒童家長個人特質差異對訂購綜合性兒童雜誌之購買決策過程影響」及「訂購綜合性兒童雜誌之購買決策過程中購買決策受購買動機、環境因素及行銷特性影響」。 研究採問卷調查方法，以便利抽樣方式實施問卷調查，回收問卷所得資料經SPSS統計套裝軟體處理，以統計分析之方法進行資料分析，經相關分析檢定，驗證得知，學童家長個人特質對訂購綜合性兒童雜誌之購買決策有顯著差異；學童家長購買動機、環境因素及行銷特性對購買決策有顯著影響。 Due to the factors of improving learning environment and knowledge economy, the parents understand the importance of learning and focus on children’s education quality and future development. The concept of “wining on the beginning” has become the parents common idea in Taiwan. The publications of pre-school magazine can match the majority of parents requirement. The publications always takes the customers as target to execute edition and market planning. The readers of kid’s magazines are from pre-school ages. The target of kid’s magazines is kid’s parents. The purpose of study is using Chia-Yi city public and private k3 kindergartener’s parents as target to analyse “Influence of ordering the kid’s magazine by kid’s parents’ personality on purchase decision” and “The effect of purchase motivation, environment and marketing properties on purchase decision through the purchase process of the mix kid’s magazines”. The research is based on questionnaire by the random pick. All the data were proceeded via SPSS program. The results showed that “There is a significant difference among parents’ personality for purchase decision of ordering the kid’s magazine”. “The effect of purchase motivation, environment and marketing properties on purchase decision is significant”.
