| 摘要: | 少子化讓家長更願意投資小孩的教育支出，而兒童雜誌更是兒童的重要課外輔助學習工具之一。由於國小教師的意見是影響家長選擇兒童雜誌時的重要參考指標，因此本研究旨在探討國小教師對兒童雜誌各屬性的重要性看法及影響其選擇訂閱兒童雜誌的各項因素，除分析各項因素對消費者選擇行為的影響程度外，並進一步利用羅吉特模型建構國小教師對兒童雜誌選擇行為的理論架構，除進行校估模型參數與彈性分析外，並根據分析結果提出行銷建議。研究結果顯示：1.在兒童雜誌對兒童各屬性的重要性看法中，國小教師認為「培養孩子的閱讀興趣」與「增加孩子的課外的知識」與「幫助於孩子學習新知、擴展視野、增廣見聞」為最重要。2.不同人口統計變數在兒童雜誌對兒童的各層面幫助之認知差異分析，不同性別、婚姻狀況、年齡、年資呈現顯著差異。男生顯著高於女生，已婚者顯著高於單身，40歲以上顯著高於40歲以下者， 年資10年以上顯著高於10年以下者。3.消費者選擇兒童雜誌會受到價格、內容、贈品等變數影響，也就是說當某雜誌的「平均每期價格越低」、「內容越符合期待」以及「贈品越符合訂購者需求」時，消費者越容易傾向訂購該雜誌。4.教學年資與目前擔任職務也是影響兒童雜誌訂閱的主要因素，年資在10年以上者及兼任行政職務的老師越傾向訂購該雜誌。。5.在彈性分析方面，Top945康軒學習雜誌進階版的直接彈性為-0.127，兩者的交叉彈性為0.13；地球公民365的直接彈性為-0.174，兩者的交叉彈性為0.171。6.行銷建議：針對女性、已婚、40歲以上、年資在10年以上的國小老師為目標行銷對象。並可與廣告商合作降低兒童雜誌雜誌售價，以符合顧客的期待；注重內容豐富性及贈品行銷需針對目標族群設定。未來能經由分享擴展訂閱族群、發展電子化兒童雜誌擴展新市場，加強溝通、服務與附加價值，讓舊顧客續訂，長久保留訂閱戶。
Low birth rate facilitates parental willingness to allocate more educational spending to their children. Nonetheless, children magazine have become one of the learning tools for children in the capacity of providing with vital extracurricular learning assistance. Since opinions from elementary school teachers do affect the parents acting in the best interest for their kids, and the teacher recommendation can also serve as the important reference index while parents are selecting children magazines. Hence, purpose of this research is to explore the vital views on each attribute of the teacher’s point of view as opposed to children magazines; in addition, various factors to respective impacts in selecting the subscription to children magazines are also explored. This research not only analyzes the level of impact to consumer’s selection behavior from the perspective of each factor identified, but also uses the binary logit modeling to construct a theoretical architecture for elementary school teachers as opposed to children magazine selection. Furthermore, this research not only conducted the calibrated model parameters and elasticity analyses, but also proposed recommendations based upon the findings from those analyses. And the research findings are as follow:1. In all views for children attribute importance to children magazine, elementary school teachers acknowledged that “cultivate children’s reading proclivity”, “increase children’s extracurricular knowledge” and “assist children in knowledge learning, expand and broaden their horizons” would be the most important ones. 2. The cognitive variance analysis from different population statistics, within each level of the assistance for children from children’s magazine, in addition to different gender, marital status, age and seniority, all of the above would exhibit significant differences. And those from male students were significantly higher than those from the female; married significantly higher than single; those above 40 significantly higher than those under 40; those with over 10 years of seniority significantly higher than those below 10 years. 3. Consumers were also influenced by variables like pricing, content and giveaway while selecting children’s magazine. In another words, when criteria like “the lower the average price for each issue of the magazine”, “contents becoming more and more within the range of expectation” as well as “giveaways meeting the requirements of the subscribers” for a certain magazine were met, consumer would be prone to subscribe that magazine in interest. 4. Factors like teaching seniority and current post held by the teacher would also be the main factors influencing subscription to children’s magazine. Teachers with over 10 years in seniority and teachers working part-time in the administrative capacity would be more inclined to subscribe the magazine. 5. In the elasticity analysis, the direct elasticity for the Top945 was -0.127, and the cross elasticity was 0.171; direct elasticity for Global citizen 365 was -0.174 and the cross elasticity was.0.13 .6. Marketing recommendation: It would be more appropriate by targeting the elementary school teachers who are female, married, over 40, seniority over 10years. In addition, in order to meet customer expectation, it would make sense to cooperate with the advertiser to lower the sales price for children magazine. In addition, it would also be proper to focus on the abundance in the magazine content and the setting for giveaways marketing should target to a specific group as well. In the future, it would make sense by expanding the subscriber base through sharing, developing electronic version of children magazine so as to expand to new market segments; enhance the communication, the service and the add-on-values; re-subscribe the old subscription in the past, and retain the subscribers in a long-term fashion |
