作品2 消費者購書通路選擇行為之研究

1. A100221105 A101050021 A101050045 A101050066 A101050087 A101050132 A101050111 A101050159 A101320012 T102205001 ------

2. 1 .........................................................................................................................................3 1.1 .................................................................................................................................3 1.2 .................................................................................................................................4 1.2.1 ......................................................................................................................4 1.2.2 ..................................................................................................................5 2 .................................................................................................................................7 2.1 .........................................................................................................................7 2.2.1 .............................................................................................................................7 2.2 .....................................................................................................................8 3 .................................................................................................................................9 3.1 ................................................................................................................................9 3.2 ................................................................................................................................9 3.3 ..............................................................................................................................10 3.4 ..............................................................................................................................10 4 ...............................................................................................................................10 4.1 ..............................................................................................................10 4.1.1 ...........................................................................................................11 4.1.2 ...................................................................................................................12 4.2 ..............................................................................................................13

3. 5 ...............................................................................................................................14 5.1 ......................................................................................................................14 5.1.1 ..............................................................................14 5.1.2 ...............................................15 5.2 ......................................................................................................................15 6 .......................................................................................................16 6.1 SWOT ........................................................................................................16 6.2 ..................................................................................................................17 6.3 ..........................................................................................................17 6.3.2 ...................................................................................................................17 6.3.3 ...............................................................................17 6.3.3 ...................................................................................................................18 ..............................................................................................................................................19 ......................................................................................................................................................20 ..........................................................................................................................20 ..............................................................................................................................................20 1 1.1

4. 1.2 1.2.1 ,, I. 2011 99 2010 36.2% 14.9%43.2% 1. 29 6.0 43 8.9 208 43.2 7 1.5 174 36.2 20 4.2 481 100.0 II. 1 2007 33.15 2008 1.65 33.09 [1] 4.8% 1http://www.moc.gov.tw/images/Yearbook/2008survey/html/d4-3.htm

5. 2007 19.2 2007 40.1% 1.2.2 ,, I. 2 2004 40% 916 E-ICP 22.3% 32.6% 6 21.5% 29% 1,000 55.7% 62% II. 2 1524 () 1524 1524 III. 2 http://www.brain.com.tw/News/NewsNotPay.aspx?ID=19027#ixzz31h1yxsBy

6. 1. i. 369.8% 37.3% 37.0% 1/3 ii. 56.9% 35.6%

7. 3. (=588 ) 4. (=588 ) 2 2.1 2.2.1 ()()

8. 2.2 1 1

9. 6. 6. 3 3.1 3.2

10. 3.3 SPSSPearson 3.4 Q1 Q2 Q3 4 4.1 ,, Pearson

11. 4.1.1 I. 44 12 , 2008 2006 32.5 10 20 II. 1995 2007 / 12 6

12. 7 / 0.344** 0.230** 4.1.2

13. 8 4.2

14. 5 5.1 5.1.1 % 2 1.21 17 10.30 47 28.48 78 47.27 21 12.73 165 100.00 % 1 0.61 22 13.33 47 28.48 67 40.61 28 16.97 165 100.00 165 60% 57.68% % 0 0 37 22.42 95 57.58 22 13.33 11 6.67 165 100.00 % 5 3.03 44 26.67 75 45.45 35 21.21 6 3.64 165 100.00 165 18% 24.85%

15. 5.1.2 9 1 5.2

16. 1. 2. 3. 4. 6 6.1 SWOT SWOT Strength 1. 2. 3. 4. Weakness 1. 2. 3. Opportunity 1. 2. () 3. Threaten 1. 2. 3.

17. 6.2 1. 2. 3. 6.3 6.3.2 6.3.3

18. 6.3.3

19. () (2010) 99 3-30. 2014.05 http://www.moc.gov.tw/images/Yearbook/2010survey/catalog3-5.html (2008) 97 2014.05 http://www.moc.gov.tw/images/Yearbook/2008survey/html/d4-3.htm FIND (2004) 2014.05 http://www.brain.com.tw/News/NewsNotPay.aspx?ID=19027#ixzz31h1yxsBy (2009) 2014.05 http://www.sheeee.com/?action-viewnews-itemid-374569 (2010) 99 7-7 2014.05 http://www.moc.gov.tw/images/Yearbook/2010survey/catalog7-1.html (2010) 99 7-4 2014.05 http://www.moc.gov.tw/images/Yearbook/2010survey/catalog7-1.html (2013) (2007)Yahoo! / 2014.05 http://www.insightxplorer.com/news/news_11_30_07.html

20. Pearson 1 .247 ** .298 ** .243 ** .215** .071 .296 ** .206 ** .101 -.036 .072 .054 .110 .073 ( ) .001 .000 .002 .005 .367 .000 .008 .195 .647 .356 .487 .159 .351 165 165 165 165 165 165 165 165 165 165 165 165 165 165 Pearson .247 ** 1 .343 ** .564 ** .208** -.056 .224 ** .031 .209** .037 .084 .028 .041 -.003 ( ) .001 .000 .000 .007 .479 .004 .691 .007 .640 .285 .722 .598 .972 165 165 165 165 165 165 165 165 165 165 165 165 165 165 Pearson .298 ** .343 ** 1 .359 ** .116 .006 .240 ** .020 .259** .090 .057 .114 .094 .083 ( ) .000 .000 .000 .139 .944 .002 .795 .001 .252 .467 .145 .230 .289 165 165 165 165 165 165 165 165 165 165 165 165 165 165 Pearson .243 ** .564 ** .359 ** 1 .119 -.061 .249 ** -.037 .162 * -.021 -.030 -.032 .070 .039 ( ) .002 .000 .000 .128 .434 .001 .639 .037 .790 .704 .680 .373 .622 165 165 165 165 165 165 165 165 165 165 165 165 165 165

21. 1. 2. 3. 4. 5. 6. 7. 8. 1. 2. 3.

22. 1. 2. 3. 1. 2. 3. 1. 2. 3.

23. 1. 2. 3. 4. 1. 2. 3. 4. 1. 2. 18 1825 2530 3035 3540 40 3. 4. 500 () 501 -1000 1001 -1500 1501() 5.

24. 10,000 () 10,000 -20,000 20,001 -30,000 30,001 -40,000 40,001 -50,000 50,001 ()

作品2 消費者購書通路選擇行為之研究

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