消費者對圖書出版品牌認知與影響之研究
Abstract
現今的圖書出版產業紛紛進行品牌經營，希望藉由培養消費者對出版品牌的聯想與忠誠度以穩固及拓展其圖書市場。然而，因資訊科技介入出版內容產出的程序，不僅讓出版產業有機會朝向數位出版的形式發展，也讓消費者的閱讀與消費方式產生改變。本研究主要目的即在分析紙本圖書出版市場品牌建立及經營方式，並探討目前紙本圖書出版品牌其對消費者在選購紙本圖書與電子書時的知覺風險與購買意願之影響程度；並從消費者角度建議圖書出版品牌適合之經營方向。為能瞭解一般消費者對於出版品牌的認知及所受之影響，本研究將研究範圍定於一般消費性圖書出版市場。研究中從紙本圖書出版產業架構分析目前圖書市場的出版品牌要素，以量化方式測量不同出版品牌要素下消費者出版品牌認知，利用變異數分析與迴歸分析等統計方法，分析消費者對紙本圖書出版品牌的品牌認知差異，以及其對紙本圖書與電子書的知覺風險與購買意願的影響。
研究結果顯示，消費者對於「作者」、「圖書名稱/系列」、「出版社/出版人」、「販售通路」等不同紙本圖書出版品牌要素的品牌認知並無顯著差異；而在消費者對紙本圖書出版品牌的品牌認知對其消費行為的影響：若增進消費者對該紙本圖書出版品牌的「品牌知名度/聯想」與「品牌忠誠度」時，也會有助於其「紙本圖書購買意願」的增加。在直接影響「紙本圖書購買意願」的變項中，以「財務風險」的解釋力最大；而直接影響「電子書購買意願」的變項，僅有「財務風險」與「身體風險」。透過提升消費者對紙本圖書出版品牌的「知覺品質」以降低其在選購圖書的「財務風險」，間接地增加消費者的「紙本圖書購買意願」與「電子書購買意願」。由此可得到以下研究結論：
1. 紙本圖書出版品牌的特色聯想與忠誠度愈高愈能提升紙本圖書的購買意願；
2. 價格是消費者在選購紙本圖書與電子書產品的考量主因；
3. 消費者在選購電子書產品時，重視價格與使用安全性；
4. 紙本圖書出版品牌所代表的良好品質可降低金錢損失風險，提升紙本圖書與其電子書產品的購買意願。
Nowadays, the brand management is emphasized for enlarging their market share by strengthening the association and loyalty for consumers. However, the production process improved by the information technology not only brings the opportunity of the e-publishing, but also changes the used way of reading and consuming books. This study aims to analyze the way of building and managing brand in the traditional publishing market, to investigate how the brand to impact on consumers‟ perceived risk and purchase intention in the consumption of books and e-books, and to provide the proper direction for the brand managment. In order to investigate the normal consumers‟ brand recognition and its effects on their purchase behavior, the consumer books publishing market is particularly focused on. In this study, for analysing the books publishing brand elements based on the industrial structure of the books publishing industry, quantitative methods are applying to measuring the brand recognition underlying these brand elememts. By using statistical methods such as ANOVA and regression analysis, it is inspected that the variance of consumers‟ brand recognition among these proposed brand elements and the effect of consumers‟ brand recognition on both consumers‟ perceived risk and purchase intention in the consumption of books and e-books. The results of this study revealed that consumers have insignificant difference among the consumers‟ brand recognitions of the books publishing market, including “brand awareness/association”, “perceived quality”, and “brand loyalty”, underlying theses propsed brand elements which are “author”, “title/series”, “publisher”, and “distributor.” Besides, the well brand awareness/association and brand loyalty would increase the consumers‟ book purchase intention. Financial risk is the most powerful variable of the direct effect on the consumers‟ intention to purchase books; financial risk and physical risk are the only two variables of the direct effect on their intention to purchase e-books. Purchase intentions in both books and e-books could be increased within reducing the financial risk of purchasing through enhancing the perceived quality. Therefore, there are some conclusions in this study as follows: 1. The enhanced brand association and loyalty of books publishing would increase consumers‟ books purchase intention significantly; 2. Price is the main consideration in the consumption of both books and e-books; 3. Price and the safety in use are important factors when the consumer select e-book products; 4. The good perceived quality of books publishing brand lowers the financial risk and increases purchase intentions in the consumption of books and e-books.
Nowadays, the brand management is emphasized for enlarging their market share by strengthening the association and loyalty for consumers. However, the production process improved by the information technology not only brings the opportunity of the e-publishing, but also changes the used way of reading and consuming books. This study aims to analyze the way of building and managing brand in the traditional publishing market, to investigate how the brand to impact on consumers‟ perceived risk and purchase intention in the consumption of books and e-books, and to provide the proper direction for the brand managment. In order to investigate the normal consumers‟ brand recognition and its effects on their purchase behavior, the consumer books publishing market is particularly focused on. In this study, for analysing the books publishing brand elements based on the industrial structure of the books publishing industry, quantitative methods are applying to measuring the brand recognition underlying these brand elememts. By using statistical methods such as ANOVA and regression analysis, it is inspected that the variance of consumers‟ brand recognition among these proposed brand elements and the effect of consumers‟ brand recognition on both consumers‟ perceived risk and purchase intention in the consumption of books and e-books. The results of this study revealed that consumers have insignificant difference among the consumers‟ brand recognitions of the books publishing market, including “brand awareness/association”, “perceived quality”, and “brand loyalty”, underlying theses propsed brand elements which are “author”, “title/series”, “publisher”, and “distributor.” Besides, the well brand awareness/association and brand loyalty would increase the consumers‟ book purchase intention. Financial risk is the most powerful variable of the direct effect on the consumers‟ intention to purchase books; financial risk and physical risk are the only two variables of the direct effect on their intention to purchase e-books. Purchase intentions in both books and e-books could be increased within reducing the financial risk of purchasing through enhancing the perceived quality. Therefore, there are some conclusions in this study as follows: 1. The enhanced brand association and loyalty of books publishing would increase consumers‟ books purchase intention significantly; 2. Price is the main consideration in the consumption of both books and e-books; 3. Price and the safety in use are important factors when the consumer select e-book products; 4. The good perceived quality of books publishing brand lowers the financial risk and increases purchase intentions in the consumption of books and e-books.
Description
Keywords
圖書出版, 電子書, 品牌認知, 知覺風險, 購買意願, books publishing, e-book, brand recognition, brand recognition, purchase intention