[[alternative]]The Correlation with Consumer Characteristics and Purchasing Behavior of Comic

[[abstract]] 本研究旨在探討不同人口統計與生活型態消費者在漫畫購買行為上的關聯性，並根據研究結果提出建議，以供漫畫出版業者在擬訂行銷策略時之參考。 本研究共計發出480份問卷，回收450 份，其中有效樣本425份。本研究採用便利取樣問卷調查法，並以「消費者特性與漫畫購買行為之關聯性問卷」作為資料蒐集的工具，根據問卷回收填答結果，以樣本描述性分析、因素分析、信度分析、卡方檢定、t考驗、單因子變異數分析、雪費多重比較分析及皮爾遜積差相關等方法實施檢定分析。 經分析後，本研究發現：一、不同人口統計變項的消費者在漫畫購買行為上部份有顯著差異。一般書店仍是大多數消費者購買紙本漫畫時的主要選擇通路，而漫畫專賣店與網路書店次之。二、不同生活型態的消費者在漫畫購買行為上部份有顯著差異。不同生活型態的消費者在漫畫購買通路、冊數、金額、頻率與出版類型上有顯著差異。三、不同人口統計變項的消費者在漫畫購買評估準則上部份有顯著差異。消費者較重視「價格折扣」、「販售漫畫類型眾多」的購買評估準則。四、不同生活型態的消費者在漫畫購買評估準則上部分有顯著正相關。[[abstract]] The purposes of this study are to explore the correlation between consumer characteristics and consumer behavior while purchasing comic, and according to the findings, to put forward proposals for the comic publishers while making up marketing strategies. 480 questionnaires are sent out, with 425 being screened as valid samples from 450 respondents returned. This study adopts the questionnaire method, titled “Research on the Correlation with Consumer Characteristics and Purchasing Behavior of Comic”. The respondents’ replies are verified and analyzed with such methods as Descriptive statistics, Factor Analysis, Reliability Analysis, t-test, Chi-square, One-way ANOVA, Scheffe Multiple Test, and . Pearson’s Moment Correlation. The main findings are as follows:1. The consumers of different population statistics appear obvious variance on purchasing behavior of comic.2. The consumers of different life style appear obvious variance on purchasing behavior of comic.3. The consumers of different population statistics appear obvious variance on purchasing in the criteria of evaluation of comic.4. The consumers of different life style appear obvious correlation on purchasing in the criteria of evaluation of comic