國小低年級家長童書購買行為之研究－以嘉義縣某國小為例

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Title:	國小低年級家長童書購買行為之研究－以嘉義縣某國小為例
Other Titles:	A Study on the Purchase of Childern's Books Made by Parents of Low-Grade Elementary School Students: A Case Study from An Elementary School in Chiayi County
Authors:	陳玉萍 CHEN, YU-PING
Contributors:	文化創意事業管理學系趙家民;黃昱凱 CHAO, CHIA-MING;HUANG, YU-KAI
Keywords:	童書;消費者購買行為;閱讀行為 Children's book;Consumer decision-making consumption behavior;Reading behavior
Date:	2020
Issue Date:	2022-04-29 11:38:45 (UTC+8)
Abstract:	知識經濟儼然為二十一世紀的主要趨勢，社會人力所涵養的知識存量、創新能力與人文水準成為國家社會發展的驅動力，而2018年所發布十二年國民基本教育課程綱要中國民中小學暨普通型高級中等學校語文領域-國語文當中提及，語文是社會溝通與互動的媒介，也是文化的載體。語文教育旨在培養學生語言溝通與理性思辨的知能，奠定適性發展與終身學習的基礎。而透過閱讀各類文本，提升思辨和理解的能力，激發創作潛能，經由閱讀學習觀察社會、印證現實生活，理解尊重多元文化、增進族群互動，由此可知閱讀能力在學習各知識領域所扮演之重要性。從2019年臺灣圖書出版現況及其趨勢分析，不論是新書出版數量、或是翻譯書籍，兒童讀物皆是位列前三名，此外，依據國家圖書館電申請電子書ISBN之新書類別統計，電子書出版成長平緩，兒童讀物卻表現亮眼，由此可見，少子化現象並未衝擊親子相關產品市場，相反的，少子化趨勢反而使得父母更加重視孩子的教育和學習，放眼出版事業，童書仍呈現一片蓬勃發展的局面。　　本研究以探討消費者(國小低年級家長)選購童書的消費動機與消費行為及使用者(國小低年級學童)實際閱讀童書之現況，以及探討消費者購買童書行為與使用者實際閱讀童書之關聯性，採半結構訪談法分別訪問七位具代表性的國小教師及家長，研究結果發現：1. 消費者購買童書多以操作類型及能提升兒童閱讀廣度為主。2. 賦予兒童閱讀學習自主權，有助於提升閱讀動機。　　Knowledge-based economy has become the main tendency in the twenty first century. The standard of humanity that manpower contains, knowledge stock and creativity also have become the main sources which boost the overall economic development. According to National Primary and Secondary Schools and General Senior High School in Language Domain-Mandarin from Directions Governing for the 12-Year Basic Education Curricula issued in January, 2018, language is the media of social communication and interactions as well as the carrier of culture. Language education aims not only to cultivate the cognition and awareness of communication and reasonable speculation but to lay the foundation of adaptive education and lifelong learning. By reading a wide variety of texts, students can develop the ability of speculation and comprehension. Meanwhile, students can also learn to observe the society, verify the realistic life, inspire the potential of creation, and boost interactions among different ethnic groups. Therefore, it is obvious that reading ability plays an significant role in acquiring different fields of knowledge. When analyzing the current situation and tendency of publishing industry in Taiwan in 2019, we can find children's books usually rank the top three whether they are newly-published ones or translated ones. Moreover, based on the statistics about categories of new electronic books which have applied for ISBN to National Central Library, the publication of e-books grows steadily while children's books sell well. In view of this, low fertility rate doesn't impact the market of parent-child products. On the contrary, this trend makes parents place more emphasis on children's education and learning. In the publishing industry, children's books still have prosperous prospects.　　This research aims to discuss purchasing motivation of children's books and consumption behavior made by parents of lower grades of elementary school students as well as students' actual usage of children's books. This research also tries to explore the connection between consumption behavior and the actual usage of children's books. By respectively interviewing seven elementary school teachers and parents through the semi-structured interview, this research has the following discoveries: 1. Most consumers buy children's books which require operating skills or increase the wide range of reading materials.2. Giving children the autonomy of reading and learning helps boost the reading motivation.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Cultural & Creative Enterprise Management)

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