近年來，傳統書局紛紛改成連鎖經營，金石堂、誠品等連鎖書店紛紛成立，有些書店的擺設以出版社為分類；有些則以書籍性質作分類，無論以哪一種分類做區隔，共同分類即為兒童書區，由此可以看出兒童教育意識逐漸抬頭，因此本研究以童書與非童書的消費者為研究對象，探討購買行為過程會受到哪些因素影響，並提供實務建議予書局管理者，做為經營決策的參考。 本研究提出以下四點研究目的： 1. 瞭解消費者在選擇兒童書籍時的各項評估準則。 2. 瞭解消費者在選擇非兒童書籍時的各項評估準則。 3. 探討消費者的基本背景、資訊來源、購買動機以及購買行為之間的關係。 4. 兒童書籍與非兒童書籍購買行為之比較。 本研究旨在探討兒童書籍與非兒童書籍之購買決策行為過程，以台北市二十歲以上已婚者為研究範圍，從消費者行為模式觀點，嘗試瞭解消費者購買行為，並以人口統計變數、生活型態、購買動機及資訊來源等變數做為獨立變數，藉此探討消費者在購買行為上之影響因素，提供予書店管理者做為決策上的參考。 In recent years, the traditional bookstores altered to the chain-like management. The chain-like bookstores establish in succession for example KingStone boodstore and Eslite bookstore. Some bookstores'' classified books according to publishing house; Some make the classification by the nature of the books. However which kind of forms makes the classification, the same classification is children’s book area. From this we may see the consciousness of children’s education is gradually put emphasis. The purpose of this study is to understand consumers'' buying behavior in children’s books and non-children’s books. The focus of this study is to explore the factor on the process of buying behavior. The purposes of this research are as follows：First, understanding each appraisal criterion of the consumers when they choose the children’s books. Second, understanding each appraisal criterion of the consumers when they choose the non-children’s books. Third, discusses the relations between basic background, the information sources, motivation, and buying behavior. Fourth, the comparative on the buying behavior between children and non-children’s books. The purpose of this study is to understand consumers'' buying behavior in children and non-children’s book. People who married in Taipei are chosen to be examples. Dependent variables are basic background, the information sources, motivation, and buying behavior. The focus of this study is to explore the factor on the process of buying behavior, and provides the suggestion to the managers of the bookstores.
