吳美美Wu, Mei Mei張素茹Chang, Su Ru2019-08-282010-7-292019-08-282010http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN0095153104%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/89094　　圖書漂流閱讀活動自2003年起引進臺灣，透過書本的流浪串起讀者彼此之間的聯繫與交流，具互動性質，有別於過去圖書館單向式對大眾推廣閱讀的方式。本研究企圖以體驗行銷的五個策略體驗模組了解圖書漂流閱讀活動如何創造出讀者的完整體驗，凝聚讀者向心力，形成一個由讀者自主的閱讀社群。 　　本研究採行動研究法，以沙鹿鎮立深波圖書館為實施場域，透過觀察、訪談以及焦點座談得到以下研究結果。圖書漂流的特色係以書為本，透過遊戲般的運作機制，人們可藉由閱讀書本，彼此產生有意義的聯結。讀者在圖書漂流的過程中，可被激發起對閱讀的熱忱，但這股熱忱會隨閱讀時間的拉長以及本身運作機制的刺激削弱而淡化。至於讀者是否達到完整的體驗訴求在於被勾起的好奇心是否得到滿足。但圖書漂流的執行成果遇到外在的社會環境及內在的個人行為之挑戰。最後本研究針對圖書漂流的辦理提出具體改善建議。Bookcrossing has been introduced to Taiwan since 2003. It features the connection and communication among readers, with interreationships that distinguishes the traditional way that library promotes its collections to the public. With five strategic experimental modules of experientmental marketing, this study analyses how Bookcrossing has enriched the experience of readers and creates a sphere that has its own leadership. Action study is applied in this study. It is conducted at Shenpau Library of Shalu, by observation, interviews, and group discussion, generates the following result: A book is the key factor in the practice, with a game-like mechanism, allows public to create a meaningful connection. In the bookcrossing process, it motivates the reading enthusiasm, which will eventually fades due to the decrease of mechanism. As for the searching for the joyful experience, it depends on the whether the arousing curiosity has been satisfied. The outcome for the practice of bookcrossing faces the challenge from outer environment such as society and inner behaviorism. At last, this study also provides some practical suggestions toward the practice of bookcrossing.圖書漂流閱讀推廣活動體驗行銷bookcrossingreading promotion activitiesexperiential marketing