| 摘要: | 建立書香社會的觀念盛行，大眾通俗文化也隨之迅速興起，商品觀念因此進入文化出版領域。傳統的圖書文物觀念、欣賞風格、審美理想都已不覆往昔，經典、嚴肅的圖書出版品，漸漸以通俗、精致、新穎、休閑、娛樂性的風格呈現。「食譜書籍」的出版與消費傾向，即說明圖書文化市場的通俗化趨勢。
本研究以食譜書籍購買者為研究對象，欲深入了解食譜書籍購買者的生活型態與消費行為，並利用生活型態變數將購買者加以分群定義，探討各類型的食譜書籍購買者在消費行為和人口統計變數上的差異與關聯。本研究採用問卷調查法蒐集資料，施測1100份，有效問卷986份；使用敘述統計、信度分析、因素分析、集群分析、區別分析、卡方檢定、單因子變異數分析、Scheffe′s 事後多重比較分析等統計方法分析有效問卷資料。
研究結果如下︰
壹、 人口統計變數在消費行為的購書評估因素分析結論
一、 在「評論推薦」的評估因素方面︰不同婚姻狀況、學歷、職業、月收入等皆有顯著差異存在。
二、 在「物超所值」的評估因素方面︰不同性別、年齡、子女狀況、學歷、職業、月收入與居住地等皆有顯著差異存在。
三、 在「外觀魅力」的評估因素方面︰不同性別、年齡、婚姻狀況、學歷與居住地等皆有顯著差異存在。
四、 在「內容品質」的評估因素方面︰不同性別、年齡、學歷、職業、月收入與居住地等皆有顯著差異存在。
五、 在「食譜屬性」的評估因素方面︰不同年齡、學歷、職業與居住地等皆有顯著差異存在。
六、 在「出版背景」的評估因素方面︰不同性別、年齡、婚姻狀況、子女狀況、學歷、職業、月收入等皆有顯著差異存在。
貳、 人口統計變數在消費行為的購買行為特徵分析結論
一、 不同性別在「近期購買」、「購買數量」的購買行為特徵呈現差異不明顯外，在其他各項的購買行為特徵都有顯著差異。
二、 不同年齡在所有的購買行為特徵都有顯著差異。
三、 不同婚姻狀況在所有的購買行為特徵都有顯著差異。
四、 不同子女狀況在「購買原因」的購買行為特徵呈現差異不明顯外，在其他各項的購買行為特徵都有顯著差異。
五、 不同學歷在「近期購買」的購買行為特徵呈現差異不明顯外，在其他各項的購買行為特徵都有顯著差異。
六、 不同職業在所有的購買行為特徵都有顯著差異。
七、 不同月收入在所有的購買行為特徵都有顯著差異。
八、 不同居住地在「近期購買」的購買行為特徵呈現差異不明顯外，在其他各項的購買行為特徵都有顯著差異。
參、 不同生活型態與人口統計變數、消費行為的分析結論
一、 不同生活型態的食譜書籍購買者在人口統計變數有顯著差異。
二、 不同生活型態的食譜書籍購買者在消費行為方面有顯著差異。
綜合本研究的分析結論，建議以本國的烹飪內容為主的食譜書籍仍是業者企劃的主要方向，注重休閒風潮的簡單健康的食譜書籍，也是業者的另一商業契機；以購買者立場而言，物超所值、內容與印刷品質兼備的食譜書籍，是購買者對定價認同的重心；總言之，確立出版方向、注重內容、印刷品質與定價合理是創造出版業者與食譜書籍購買者雙贏的必勝策略。
With developing the ideas of current literary atmosphere in our society and the fast rise masses’ popular culture, the concepts of goods consequently entered the domain of the press. For traditional books, the concepts, appreciating styles, and aesthetic ideas are not the same as those in the past. The popular, exquisite, new, recreational styles have appeared gradually instead of the classic and serious ones. The publication of cookbooks and the tendency of consumption explain the popular trend of the books market.
The subjects of this research were the buyers who purchased cookbooks. The main purposes were to understand the cookbook buyers’ life style and consumer behavior, to define the buyers with life-style variable, and to investigate the difference and relation between consumer behavior and demographic variables for the cookbook buyers. The method of questionnaire survey carried on this research. A total of 1100 samples were collected. After rejecting the invalid questionnaires, 986 effective ones were gotten, which were analyzed with descriptive statistics, reliability analysis, factor analysis, cluster analysis, discriminant analysis, Chi-Square test, one-way ANOVA, and Scheffe’s multiple comparison. The study results were shown as follows:
Estimate factors of purchase. For comment and recommendation, there were significant differences in marital status, educational level, occupation, and monthly income variables. For over worth, there were significant differences in gender, age, children, educational level, occupation, monthly income, and resident place variables. For attractive outward, there were significant differences in gender, age, marital status, educational level, and resident place variables. For content quality, there were significant differences in gender, age, educational level, occupation, monthly income, and resident place variables. For recipe attribute, there were significant differences in age, educational level, occupation, and resident place variables. For publishing background, there were significant differences in gender, age, marital status, children, educational level, occupation, and monthly income variables.
Characteristics of purchase behavior. For recent purchase and purchase quantity, there were insignificant differences in gender variable, but for other characteristics of purchase behavior, there were significant differences. For all the characteristics of purchase behavior, there were significant differences in gender, marital status, occupation, and monthly income variables. However, for all the characteristics of purchase behavior except purchase reasons, there were significant differences in children variable. For all the characteristics of purchase behavior except recent purchase, there were significant differences in educational level variable. For all the characteristics of purchase behavior except recent purchase, there were significant differences in resident place variable.
Life style. For different cookbook buyers’ life styles, there were significant differences in demographic and consumer behavior variables.
According to synthesizing the analytic conclusions of this research, the suggestions were as follows: the domestic cookbooks are the main directions of proprietors’ plans. In addition, the cookbook which pays attention to simple and healthy recipes of leisure trend is another commercial opportunity for the proprietors. On the other hand for buyers, they put emphasis on the cookbooks which include the characteristics of over worth, content quality and attractive outward. In a word, to establish the publishing direction, high content and printing quality, and good price is the best policy for publishers and buyers. |
