本研究以大學生為研究對象，經由質性研究法分析讀者消費繪本的決策因素，研究目的包括：(1)探討讀者購買繪本的決策因素、(2)探討閱讀過繪本卻未購買繪本的緣由。在研究設計的部分，為了讓受訪者更了解各類型的繪本，本研究篩選出各種不同的繪本，供受訪者自行挑選閱讀，在經由訪談大綱對研究對象進行深度訪談，收集受訪者對於閱讀繪本的觀點、閱讀動機以及閱讀繪本的經驗等內容進行分析。研究結果發現受訪者表示購買繪本決策因素為主要兩點，分別是「生活周遭有小孩」以及「故事內容」；而閱讀過繪本卻未消費緣由主要因素分別是「年齡改變」、「故事內容」、「遊戲性」、「字體」、「價格」等因素不合所需因此沒有購買。最後，本文根據研究結果提出以下建議：(1)慎選故事內容與題材、(2)聚焦在孩童市場、(3)增加多元的銷售管道。 This study has university students as the research object, and analyzed the decision-making factors that readers consider when purchasing picture books through qualitative research methods. The research purposes included: (1) discussing the decision-making factors for readers purchasing picture books, and (2) discussing the reasons why readers have read the picture books without purchasing them. As for the design of the research, a variety of picture books were selected for the respondents to choose their own books so that they can become more aware of the various types of picture books available. Using an interview outline, in-depth interviews with the subjects were carried out. Respondents' views of reading the picture books, the motivation for reading, and the experience of reading picture book were noted and analyzed. The study found that there are two main decision-making factors as to why respondents would buy picture books, and they are: ＂people around them have children＂ and ＂story content＂. The main factors for having read the book without buying are due to ＂age shift＂, ＂story content＂, ＂playability＂, ＂font＂, ＂price＂ and other factors where the need for purchase is not met. Finally, based on the research results, this paper put forward the following suggestions: (1) carefully select the content and subject matter of the story, (2) focus on the children's market, and (3) increase the diversity of the sales channels.
