讀者科普圖書決策之初探研究

An Exploratory Research on User Popular Science Books Decision-making

本研究以認知心理學的透鏡理論觀點，探討讀者如何進行科普圖書決策。本研究以「閱讀目的」、「資訊管道」、「熟悉感」、「選書因素」以及「信心程度」等五方面進行調查，以了解讀者決策的特性與影響。本研究透過問卷調查法，針對13歲以上讀者進行調查，共回收457份有效問卷，進行卡方檢定、獨立樣本t檢定及迴歸分析。研究結果顯示，「工作、報告或考試」為24歲以下讀者之主要需求|不同年齡層的資訊管道來源各有不同，「暢銷書排行榜」的比例為最高、「課程參考書單」則是24歲以下讀者的主要資訊來源|讀者選書信心程度會因主題「熟悉感」有所差異。另外，選書因素中「作者」、「書名」、「主題」、「設計質感」、「內容簡介」、「出版社」及「專業書評」等七項因素對「信心程度」有顯著影響，其中又以「主題」影響較大。

This study uses the lens theory of cognitive psychology to explore how readers make the popular science books decision. This research investigates five aspects of“reading purpose”,“information sources”,“familiarity”,“book information cues”and“confidence level”to understand the characteristics and influence of readers' decision-making. A total of 457 valid questionnaires with reader over the age of 13 were analyzed by chi-square test, independent sample t test and regression analysis. The results show that“work, reports or exams”are the main purpose of readers under the age of 24| readers most often use“best seller list”when making decision| the“course reference list”is the main information source for readers under the age of 24| The confidence level vary depending on the“familiarity”of the book's theme. In addition, seven cues such as“author”,“title”,“theme”,“design”,“content introduction”,“publisher”and“book review from expert”have a significant impact on“confidence level”, among which the“theme”is more influential.