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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33454

    Title: 高等教育教科書購買意願影響因素之研究
    Other Titles: The study of influential factors on high education students' intension to purchase text books
    Authors: 陳佩狄;Chen, Pai-ti
    Contributors: 淡江大學企業管理學系碩士在職專班
    吳坤山;Wu, Kun-shan
    Keywords: 高等教育教科書;知覺價值;情境影響因素;教科書產品屬性;消費者特性;購買意願;high education textbooks;perceived value;situational influential factors;textbook product attributes;consumer characteristics;purchasing intension
    Date: 2007
    Issue Date: 2010-01-11 04:08:28 (UTC+8)
    Abstract: 為因應台灣大學校院快速增加,國內人口出生率卻下降、學生購書意願低落、市場盜印風氣盛行、學校改變教學研究及服務的方式和對象:「以教師為中心」轉為「以學習者為中心」),加上同步/非同步遠距教學型式的興起,國際出版集團的競爭,以及大陸加入世界貿易組織(WORLD TRADE ORGANIZATION, WTO)後持續開放的出版政策等因素,使得國內教科書出版業者勢必由過去以教師「工業市場行銷」為導向轉而以學生「消費市場行銷」為導向來回應環境變遷與客戶需求,進而達成企業目標。
    For in accordance to the Taiwan University campus fast increase, the domestic population birth rate actually drops, the student buys the textbook wish to be low, copy is popular, and the school as the teacher center transfer as the student center. These reasons will cause the domestic textbook publishers change their administration model to take the student responds of the environmental trend and the customer demand, then achieved the business goal.
    Therefore, the fisrt step is to understand the influential factors on high education students’ intension to purchase text books, and second step is to proof what factors that students should take to influence the text books purchasing intension and finally the publishers can publish the real textbooks that students real want to raise the purchasing intension.Those issues will be the main study purpose for this research.
    This research is begun to set about from relevant references, then set up structure and hypotheses of this research according to its theoretical foundation, select proper scale for study tool, adopt convenience sampling, implement questionnaire investigation for total 2,357 business or management department students of high education in Taiwan. To effective 1,180 materials of sample retrieving, analyze the reliability, validity, descriptive statistics, T-test, one-way ANOVA, correlation and regression analysis. After the empirical research, the findings as follows:
    1.Comparing to perceived value, perceived value has more significant influence on textbook purchasing intension.
    2.Situational influential factors have significant effect on the textbook purchasing intension.
    3.Product attributes has significant effect on the perceived value.
    4.Product attributes has significant effect on the textbook purchasing intension.
    5.The consumer characteristics have significant difference on the textbook purchasing intension.
    Finally, the research limit, future research direction, and the meaning of the theoretical and practical of this study were also discussed.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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