[[alternative]]A Study on Book Information Transition Behavior of Taiwan Children's Book Market: Elementary School Students' Parents of Hsin-Chu City as An Example

[[abstract]] 本研究之目的在藉由分析受訪者的圖書資訊需求與資訊搜尋行為，探討當前臺灣童書市場圖書資訊傳遞行為。本研究採取問卷調查法，運用描述統計、因素分析、集群分析、區別分析與變異數分析等方法進行資料分析。 研究結果發現，受訪者對於書訊內容需求主要為「參考資訊」、「書籍基本資料」、「作╱繪圖者與出版者資訊」三個方面；資訊來源則有「個人人際與經驗來源」、「電子媒體來源」、「印刷媒體來源」、「人員推廣來源」四大途徑。 受訪者可區分為「電子資訊使用者」、「傳統媒介使用者」、「人員推廣資訊使用者」與「個人經驗資訊使用者」四個集群。 「電子資訊使用者」與「傳統媒介使用者」比「人員推廣資訊使用者」更為重視「參考資訊」。其次，「電子資訊使用者」比「個人經驗資訊使用者」更重視「作╱繪圖者與出版者資訊」。 「電子資訊使用者」、「傳統媒介使用者」與「個人經驗資訊使用者」都比「人員推廣資訊使用者」更為重視「優良童書介紹」和「獲獎童書介紹」。 [[abstract]] The main purpose of this research is to analyze the reader’s book information need and information-search behavior. And then try to investigate the book information transition behavior of Taiwan children’s book market. The research method is the questionnaire. The data is analyzed by factor analysis, cluster analysis, discriminant analysis, chi-square analysis and one-way ANOVA. The results indicate that the book information needs are “reference information”, “the structure information of book” and “author, illustrator and publisher incormation”. The information sources are “personal and experiential sources”, “electronic media ”, “traditional media” and “salespeople”. The readers are dissected into 4 groups such as “electronic information user”, “traditional media user”, “information from salespeople” and “personal experience user”. The “electronic information user” and “traditional media user” pay more attention to the reference information than the users who get information from salespeople. Other wise, the “electronic information user” pays more attention to the “author, painter and publisher information” than the “personal experience user”. The “electronic information user”, “traditional media user” and “personal experience user” pay more attention to the information of prize-books and good books than the users who get information from salespeople.