[[alternative]]THE RSEARCH OF CONSUMERS' BEHAVIOR BUYING THE PUBLICATIONS FROM MAINLAND CHINA

[[abstract]] 自台灣光復以來，大陸出版品就不曾在台灣真正消失過，大學中某些科系基於研究需要，更將一些具有學術價值的大陸著作列入參考書目中，可見大陸書籍在本地的確有需求存在。 目前我國在探討有關大陸地區圖書出版品在台灣市場之有關文獻尚不多見，本研究以消費者為研究對象，了解消費者對大陸圖書之購買動機及市場區隔問題，並作為台灣出版業未來行銷策略之參考。 本研究採用問卷調查法蒐集資料，回收204份有效問卷，採用次數百分比法、t檢定、單因子變異數分析、卡方檢定、信度分析、因素分析法來探討購買者在人口統計變項、生活型態、動機變項及其他變項上是否有顯著差異，並作各個區隔市場的特徵描述，以提出行銷策略與建議。 研究結果發現，以文學院之研究生為最大消費群體，購買書籍類別方面以國學文史類及文藝類為主要選擇，而購買動機以增加新知及寫報告之參考為主要動機，另外大陸書籍的價格便宜與否是學生在購買書籍考慮的最大因素。[[abstract]] Since the restoration of Taiwan from Japan, the publications from Mainland China have never disappeared in Taiwan. Basing on research necessity, some departments in universities list the Mainland China writings with academic value into their reference book catalogues, and thus the writings are surely necessary in Taiwan. So far, the records in researching Mainland China publications are not many, and this theme focuses the undergraduates on their buying motivation and the market separation. This research is to use questionnaires, and we got 204 effective copies of them. We make use of Frequency distribution,t-test,One-way ANOVA,Chi-square test,Reliability Analysis,Factor Analysisto study if the buyers are different in population statistics variable, state of living, motivation variable, and other variable. We also want to describe the features of market separation to raise the sales policy and suggestion. The research result shows that the most consumers are the graduate students in the college of literature, and most of the books they bought are about literature and history. The buying motivation is to increase new knowledge and to write reports as reference. The main factor of buying books lies in if the books are cheap or not