[[alternative]]Book Buying Behavior and Consumer Characteristic Study--The Case of Taipei Senior High School Students

[[abstract]] 根據「一九九八台灣圖書出版市場研究報告」顯示，高中職學生佔有31.1%的市場。雖然高中職學生仍處於升學的階段，從研究中發現他們渴望透過購買各種商業性、娛樂性、政治性及科學性等圖書或雜誌以獲取知識或訊息。因此，本研究將投入在台北市高中職學生的購書行為與其特性之研究上。 本研究採用問卷調查法蒐集資料，回收有效問卷427份，使用敘述統計、信度分析、因素分析、集群分析、卡方檢定、單因子變異數分析、t檢定、雪費﹙Scheffe﹚多重比較分析等統計方法。（詳細分析，請參考本研究內容） 茲摘要本研究在圖書與雜誌上的發現，如下：1.生活型態2.價值觀3.性別、年齡、每月零用金、家庭平均收入及父母親的教育程度，對高中職學生之圖書購買行為具顯著性的影響。（詳細比較表格，請參考本研究內容）[[abstract]] According to 1998 book market research in Taiwan, indicated that senior high school students composed of 31.1% share of market. Although today the senior high school students are still needed to face the colleage entrance examination, but research finded that they still desire to obtain knowledge and information through buying various kind of business, entertainment, political, scientific… etc. books or magazines. Therefore, this research will focus on book buying behavior and the consumer characteristic of Taipei senior high school students.. This study used the questionnaire survey to collected 427 valid data. Descriptive statistics, validity analysis, factor analysis, cluster analysis, chi-square test, one-way ANOVA, t-test, and Scheffe multiple comparison analysis were use to analysis perception of human value, life style and etc…( More detail analysis, please refer to body of the content.) A brief summary of this research finding on books & magazines are as follow: 1.Life style 2. Concept of value 3.Gender, age, kid allowance, family income & parent education have significant impacts of high school student book buying behavior. (For detail comparision tables, please refer to inside tables and content.