家長對電子童書認知與需求之研究

Abstract

兒童閱讀，攸關兒童及國家未來競爭力。近年來，兒童閱讀力已成為國際間，評比國家未來人才資源競爭力的一項重要指標。童書，是兒童開啟閱讀的第一把鑰匙，隨著資訊科技的發展，童書數位化已成趨勢，電子童書也成為兒童閱讀方式的重要選項。為兒童健康與學習把關的家長，對此創新的閱讀方式及工具的認知和需求，將是電子童書推展及普及的重要關鍵之一。 本研究旨在探討家長對電子童書的認知與需求，針對擁有3-12歲兒童的家長為研究對象，透過網路問卷調查法蒐集868份有效問卷，分別以敘述性統計、獨立樣本t檢定、單因子變異數分析及皮爾森績差相關等進行統計分析。 研究結果發現，家長對於電子童書具有中高程度的認知與需求，且對於電子童童的品質與價值皆具有高度認知，風險則為中度認知；家長對於電子童書的功能及版式具有高度需求，價格需求則各有不同。不同背景變項家長，對於電子童書認知的差異主要在風險認知；不同背景變項家長，對於電子童書需求的差異主要在價格需求。電子童書認知與需求具有顯著相關性，其中，品質認知、價值認知，皆與功能需求、版式需求具有顯著的正相關；風險認知與功能需求、版式需求，則為顯著負相關；品質認知、風險認知、價值認知與各種價格需求間有不同程度的相關性。 最後，依據本研究結果，依序針對業者、行銷人員、家長及後續研究者給予相關建議。期望本研究能夠補充國內家長對電子童書的認知和需求面向之探討，以及提供相關業者對於電子童書產品開發及行銷策略之參考。Cultivating the child’s reading habit is essential to the development of the child’s and the nation’s competitive power. Hence, in the recent years, reading literacy of children has become an important international index through which the competitive power of a nation’s future human resource is measured. Children’s book is the first key that opens the door to reading literacy, and as information technology developed, the trend for the digitalization of children’s books also rose. Today, the e-book has now become a significant option in the reading choices of children, and the perception and demand of parents vigilantly monitoring the health and learning habits of their children for this innovative reading method and tool form a key factor in the promotion and popularization of children’s e-books. The objective of this paper is to delve into the perception and needs which parents hold for children’s e-books. The subjects under study are parents with children within the age range of 3 to 12 years old. An online survey questionnaire was conducted and 868 valid questionnaires were collected. The collected data were compiled, and a statistical analysis was conducted through the following methods: descriptive statistics, independent sample t test, one-way analysis of variance, and the Pearson correlation. The findings of the study reveal that parents have a moderate to high level of perception towards and needs for children’s e-books, a high level of perception towards the quality and value of the children’s e-books, and a moderate level of perception towards its inherent risk. Furthermore, a high needs is noted in terms of functions and layouts of the children’s e-books, but the needs varies in terms of the price. The main difference in the parents’ perception towards the children’s e-books is the risk perception under different background variables, while the main difference in parents’ needs for the children’s e-books is the price needs under different background variables. The perception towards children’s e-books and the needs for children’s e-books are significantly correlated. Among which, the quality and value perceptions are positively correlated with the function and layout needs, and the risk perception is negatively correlated with the function and layout needs. Moreover, the quality, risk and value perceptions are differently correlated with the various price needs. In conclusion, the author presents the research findings to provide related recommendations to the e-book industry, marketing personnel, parents and subsequent researchers. It is hoped that the research findings may be able to supplement domestic studies exploring the perception and demand which parents hold for children’s e-books and to provide the industry with a refer-ence for the future product development and marketing strategy of children’s e-books.