| 摘要: | 2004年台灣的新書出版量平均每萬人為18.7冊，排名全球第二，但是42%的退書率卻形成出版業者的隱憂，故如何提高閱讀率便成為圖書出版業者的重要方向。台灣近年來讀書會蓬勃發展，約有10,000個，每個讀書會成員平均以15-20人計，是很可觀的閱讀團體，因此本研究乃針對讀書會成員的閱讀與圖書消費行為加以探討。 本研究以台灣地區20縣市的20個讀書會成員為研究對象，運用問卷調查法，以人口統計變項、讀書會參與經驗、閱讀行為變項、消費行為變項等設計問卷，使用描述性分析、信度分析、頻率分析、卡方檢定等方法進行資料分析，研究結果如下： 1.讀書會成員約七成為女性，其中又以31-50歲者為多，相關屬性為：高中職和大專、收入中等、公教、工商服務業、自由業或家管；參加讀書會後增購3.6本書/人/年。 2.讀書會成員每人每年大多閱讀4-6本書；男性喜歡知識類圖書，女性則為文學藝術類；大多是為了增廣知識見聞而閱讀，書籍來源則以書店購買最多。 3.讀書會成員大多在書店購買知識類書，年購書金額5,000元以下；最大誘因是內容是否豐富；男性重視價格；女性受大眾媒體影響。 4.成員中以教育程度高、收入高、參加讀書會數量多、時間久、舉行頻率為隔週1次、例會時間長者最愛讀書。 5.退休人員、高教育程度、高收入，參加多個讀書會、例會時間長者最愛買書。 6.讀書會討論的主題和閱讀與購買圖書的種類一致。
The quantity of new book publication in Taiwan in 2004 is 18.7 books per 10,000–person and holds a world-wild second position. However, the 42% book return rate becomes a significant concern for Taiwan’s publishing industry. Therefore, how to raise the book reading rate becomes an important issue for Taiwan’s book publishing industry. The book reading groups have being growing prosperously in Taiwan in recent years. There are approximately 10,000 reading groups in Taiwan currently and the average number of members for each reading group is about 15 to 20 that imply that these reading groups could become the main stream of Taiwan’s book market. This study, therefore, focuses on the book reading and purchasing behavior of the reading group members. The samples of this study are the members of 20 reading groups in Taiwan. This study utilizes the questionnaire method that are constituted by dermatology variables, reading group attendance experiences, reading behavior variables and consuming behavior variables. For data analysis, the methods of description analysis, estimation of reliability, frequency analysis and chi-square test are employed. The results of this study are as follows: 1.About 70% of the reading group members are female with the age from 31 to 50. The related attributes are: a high school or college education background, medium range income, working as employees of government/campus/service industry, freelance or housekeeping. Book purchasing volumes increases 3.6 per person every year on average. 2.The annual reading quantity of the reading group members is between 4-6 books per person. While males have the orientation toward the knowledge category, females prefer literature and arts on the other hand. The most common motivation for reading is to expand one’s knowledge and view. The source of books is bookstore purchasing mostly. 3.The reading group members usually purchase knowledge books at bookstore and the annual purchase amount is less than NT 5,000 dollars. The main attraction for book purchasing depends on the bountifulness of the book content. The males focus on prices as females tend to be influenced by mass media. 4.The members who like to read most are: high education, high income, attending a number of study groups for a long period, meet every other week, long period for routine meeting. 5.Persons who like to purchase most are: retired, high education, high income, attending multiple reading groups, long time period for routine meeting. 6.The discussion subject and reading for reading group coincides with books they purchased. |
