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請使用永久網址來引用或連結此文件:
http://nhuir.nhu.edu.tw/handle/987654321/28919
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| 題名: | 以劇變模型分析新冠疫情下影響讀者購書行為之初探 |
| 其他題名: | A Preliminary Study of Readers’ Behavior for Buying Books in COVID-19 |
| 作者: | 陳瀅如
CHEN, YING-JU |
| 貢獻者: | 文化創意事業管理學系
黃昱凱;黃芳琪
HUANG, YU-KAI;HUANG, FANG-CHI |
| 關鍵詞: | 電子書;購書行為;尖點劇變模型;新冠肺炎疫情
e-book;buying book behavior;catastrophe model;Covid-19 |
| 日期: | 2021 |
| 上傳時間: | 2022-08-22 11:22:42 (UTC+8) |
| 摘要: | 2020年年初爆發的新冠肺炎疫情，政府紛紛採行鎖國、封城措施，減少大眾出門頻率，避免疫情擴散，也因此社會各個產業受重創，許多產業都受到衝擊，也繼而影響到社會大眾的日常生活型態。圖書出版產業也是受影響的範圍之一，新冠疫情期間，紙本圖書出版產業銷售額下滑、出版業者家數下滑，但電子書的銷售額卻呈現正成長，顯示新冠肺炎雖然造成紙本圖書的負成長，卻也增近讀者購買電子書的行為。 因此，本研究整理新冠肺炎疫情期間相關資料，以有購買電子書的大學生為研究對象，使用劇變模型探討讀者購書行為的非線性現象，探討疫情對於出版產業的影響，並以「電子書普及性」、「知覺行為控制」以及「電子書使用態度」為變項建構尖點劇變模型以進行定性分析，對讀者在疫情期間購買電子書與紙本書的購書行為進行初探研究。 尖點劇變模型的分析結果顯示，讀者對電子書態度越正向越傾向購買電子書，因此新冠肺炎疫情會使讀者對於電子書的使用態度變得正向，讀者在疫情期間更願意由購買紙本書轉移至購買電子書，若出版業者再給予讀者電子書的相關優惠措施，讀者會更願意購買電子書，其中又以男性讀者的態度更正向、更願意購買電子書。 根據結果，建議圖書出版業者可以提升讀者對電子書的態度為方向，發展相關行銷策略促進讀者選購電子書，藉以提升電子書的購買率，解決新冠肺炎疫情所帶來的衝擊。
With the outbreak of Covid-19, the government has adopted measures to close the border and in lockdown the city to reduce the frequency of people going out and avoid the spread of the epidemic. As a result, various industries have been hit hard, The book publishing industry is also affected. During Covid-19, the sales of the paper book publishing and the number of publishers declined, but the sales of e-books showed positive growth, so Covid-19 caused the problem of paper books. Therefore, this study takes students who have purchased e-books as the research object during the COVID-19, using a catastrophic model to explore the nonlinear phenomenon of readers’ book buying behavior, and explores the impact of the epidemic on the publishing industry. The analysis results show that the more positive the readers’ attitude towards e-books, the more they tend to buy e-books. Therefore, Covid-19 will make readers’ attitudes towards e-books more positive, and readers are more willing to buy paper. If the publishers give readers e-books incentives, they will be more willing to buy e-books, and male readers will be more positive and more willing to buy e-books. Based on the results, it is suggested that book publishers can improve readers' attitudes towards e-books, develop relevant marketing strategies to encourage readers to purchase e-books, so as to increase the purchase rate of e-books and solve the impact during Covid-19. |
| 顯示於類別: | [文化創意事業管理學系] 博碩士論文
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| 110NHU00785001-001.pdf | | 3573Kb | Adobe PDF | 163 | 檢視/開啟 | | index.html | | 0Kb | HTML | 227 | 檢視/開啟 |
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