[[alternative]]The Study of Consumer's Behavior on the Second-Hand Book Websites in Taiwan

[[abstract]] 網路二手書店提供了消費者一個迅速又便捷的購書途徑。在網路上訂書籍縮短了消費者尋找較便宜與較罕見書籍的時間與成本。因此本研究試圖瞭解目前網路二手書店的經營現況、消費者特徵、消費者的購買行為、生活型態以及網站的功能滿意度。 本研究採實證研究方法，先挑選國內具代表性的網路二手書店去訪談業者。接著得到一家網路二手書店協助，針對其有購買記錄的顧客，利用網路問卷進行消費行為調查，得到151份樣本。調查結果經統計分析，就人口特性與消費者行為、生活型態、網站功能滿意度相互間之關係加以探討，並與前人研究結果加以比較分析。 研究結果發現，影響消費者在網路二手書店購買書籍最主要的原因都是以書籍特性為主，網站功能則是其次。網路二手書店付款方式以ATM自動櫃員機轉帳（39%）與貨到付款（36%）的方式為最常見。在傳統二手書店、網路拍賣二手書、與網路二手書店購書的消費者以女性居多(76.2%)，其中以居住台北市的消費者更加明顯。網路二手書店消費者年齡的分佈尚稱平均，22歲以下為24.5%、22~28歲為22.5%、28~35歲為29.8%、35歲以上為23.2%，跟傳統二手書店與網路拍賣二手書的消費族群不大一樣。[[abstract]] The second-hand book websites supply a quick and convenient way to buy books. To subscrib books in websites can save time and cost to look for cheaper and uncommon books. Therefore this study attempts to know the business condition recently, consumer characteristic, consumer purchasing behavior, life style, and satisfaction of website functions on the second-hand book websites This study adopted empirical method. Firstly, the managers of two second-hand book websites had been interviewed to understand their business conditions. Secondly, a questionnaire investigation had been carried on in one of those book websites by their consumers who had bought books. One hundred and fifty-one valid samples had been collected. The investigative data were analysed using several statistic methods to explore the demographic characteristics, consumer behaviors, life styles, the satisfaction of website functions, and the relations between each two of them. The results had compared with that of previous studies. This studies found the major factor which affects the consumers to buy second-had books on website is the attributes of book, followed by web functions. The major paying method is by ATM (39%) when they order books, and by cash (36%) when the consumers received books. The major consumers of traditional second-hand bookstores, on-line second-hand book auction and the Second-Hand Book Most onsumers are female (76.2%), especially those who lives in Taipei City. The distribution of age levels is 24.5% for equal to or younger than 22 years old. There is 22.5% between 22 and 28 years old, 29.8% is between 28 years old and 35 years old, and 23.2% is over 35 years old. The age distribution is not similar as that of the consumers of traditional second-hand book stores