南華大學數位論文

A THESIS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION GRADUATE INSTITUTE OF PUBLISHING ORGANIZATIONS MANAGEMENT NAN HUA UNIVERSITY A Study on Purchasing Decision of Domestic Readers of Best-Sellers ADVISOR : PH.D. Li-Chuan Chu GRADUATE STUDENT : Kun-Che Tsai

i 2003 T Scheffe 1.

2. 3. ii

Title of ThesisA Study on Purchasing Decision of Domestic Readers of Best-Sellers Name of InstituteDepartment of Publishing Organizations Management, Nan Hua University Graduate datejanuary 2005 Name of studenttsai Kun-Che Degree ConferredM.B.A. AdvisorChu Li-Chuan Ph.D. Abstract The trend of popular goods purchasing has been pervasive and burgeoning recently, numerous best-sellers are established for various kinds of products. Their purposes are mostly for propagation and promotion. The cognition of book merchandizing is widely accepted; in spite of their educational functions and knowledge delivering. In quality, although the best-seller is unable to show how much the mental value and devotion the given books offer; in quantity, it objectively offers the actual figure which the given books are sold. Namely, they are the very books chosen by readers. It somehow reflect the indeed necessary for readers.this study was to target the purchasers of 2003 best-sellers of the two biggest multiple bookstores in Taiwan, Kingstone and Eslite. Through the analysis which independent variables-lifestyle and Product Involvement, intervening variable-purchasing Motivation, and dependable variable- Purchasing Decision, this study shows the variables that are influential to readers purchasing motivation, so as to provide some effective advices for the publishing businesses to engage marketing iii

strategy. This study uses analytical methods included descriptive statistics, one-way analysis of variance, t-test, and Scheffe multiple comparison analysis, relativity analysis and regression analysis, etc. The findings are as follows: 1. There were greatly significant differences in Lifestyle, Product Involvement,Purchasing Motivation and Purchasing Decisions among the various Readers Characteristics of best-sellers. 2. There were partly significant relativities among Lifestyle, Product Involvement, Purchasing Motivation and Purchasing Decisions. 3. Except the intervening variable, Purchasing Motivation, was not significantly influential to Purchasing Decision between Lifestyle and Product Involvement; the other three variables are individually influential to Purchasing Decision. Key words: best-sellers, product involvement, purchasing decision iv

i iii v ix Xi 1 1.1 2 1.2 2 1.3 5 1.4 5 1.5 1.6 11 2.1 11 2.2 12 2.2.1 12 2.2.2 14 2.2.3 2.3 2.3.1 2.3.2 2.4 2.4.1 2.4.2 2.4.3 2.5 8 10 22 15 16 17 19 21 21 22 23 v

vi 2.5.1 2.5.1.1 2.5.2 2.5.2.1 2.5.2.2 2.5.3 2.6 2.6.1 2.6.2 2.6.3 2.6.4 2.6.5 2.6.6 2.6.7 2.7 3.1 3.2 3.2.1 3.2.2 3.2.3 3.3 3.3.1 3.3.2 3.3.3 3.3.4 3.3.5 3.4 3.5 3.6 3.7 24 24 26 27 30 32 41 41 42 42 43 43 44 44 46 49 49 49 49 50 50 51 52 53 54 55 56 56 57 59 59

vii 3.7.1 4.1 4.1.1 4.1.2 4.2 4.2.1 4.2.1.1 4.2.1.2 4.2.1.3 4.2.1.4 4.2.1.5 4.2.1.6 4.2.1.7 4.2.1.8 4.2.2 4.2.2.1 4.2.2.2 4.2.2.3 4.2.2.4 4.2.2.5 4.2.2.6 4.2.2.7 4.2.2.8 4.2.2.9 4.2.2.10 4.3 4.3.1 4.3.2 4.3.3 T 2003 2003 59 62 62 62 67 69 69 69 70 71 72 73 74 74 79 76 76 79 82 85 90 92 95 98 101 103 109 110 111 112

viii 4.3.4 4.3.5 4.3.6 4.3.7 4.4 4.4.1 4.4.2 4.4.3 4.4.4 5.1 5.1.1 5.1.1.1 5.1.1.2 5.1.2 5.1.3 5.1.4 5.1.5 5.1.6 5.2 5.2.1 5.2.2 5.3 112 113 115 115 116 116 117 118 119 123 123 123 123 123 124 130 130 132 132 133 133 134 137

2000~2002 7 8 9 13 14 2.3 15 2.4 16 2.5 19 2.6 20 2.7 AIO 25 2.8 Zaichkowsky PII 31 46 3.1 51 3.2 53 3.3 3.4 AIO 55 Zaichkowsky(1994) r-pii 3.5 60 4.1 63 4.2 68 4.3 69 4.4 71 4.5 71 4.6 72 4.7 73 4.8 74 4.9 75 4.10 76 4.11 77 4.12 80 4.13 83 ix 57

4.14 86 4.15 90 4.16 93 4.17 96 4.18 99 4.19 2003 101 4.20 2003 104 4.21 107 4.22 108 4.23 110 4.24 111 4.25 112 4.26 113 4.27 114 4.28 115 4.29 116 4.30 117 4.31 118 4.32 119 4.33 120 4.34 121 5.1 126 5.2 126 5.3 127 5.4 128 5.5 129 5.6 129 5.7 130 x

10 33 Kotler 38 EBM 39 49 xi

1 1.1 ( 86) ( 93)

2 2001 36,546 ( 91) : ( 92) ( 89) 0.23 1.2

3 (1) (2) (3) ( 76) ( 89) ( 87) 84 (87)

4 (84) ( ) (Michael Korda, 2003) ( 82) (Gill Davis, 2002)

1.3 1. 2. 3. 4. 1.4 1.1 2000 2002 5

6 (87) ( 87)1.2 95 2003 2003

7 1.1 2000~2002 / 2000 2001 2002 1 6,077 6,104 6,725 2 3,202 2,942 2,737 3 1,925 2,376 2,273 4 1,535 1,171 1,326 5 1,126 1,034 1,157 6 910 981 7 864 750 784 8 630 600 508 9 450 425 419 10 630 393 367 91 2003 26

1.2 2000 2001 : 136 1.5 2003 1.3 8

1.3 835 21 43 53 34 1 ---- 541 104 222 60 178 12 10 33.66 14.2 18.89 11.82 15.28 4.60 1.80 (%) 2000 2001 81 2003 Convenience Sampling (N=30) S=0.4637 95% a=0.05 5%e = 0.05 9

330 1.6 1.1 1.1 : 10

2.1 1. 1989 7 (The Oxford English Dictionary) Kansas Times & Star1889 4 25 (Six Best Selling New Book) 2. ( ) 3.Bookmany 1895 4. The Bookman s Glossary (91) 11

12 5. ( 87) 6. (86) 7. (84) Publishers weekly The Bookseller 2.1 2.2 2.2.1 72

(88) 2.1 1983 1. 2. 3. : 13

2.2.2 2.2 10 2000 2 30 20 : 14

2.2 () 30 : 2.2.3 2.3 10 27 20 : 15

2.3 () 10 50 23 100 46 : 2.3 (2.4) 2.4 401 247 121 1 110 83 27 2 64 0 64 16

2.4 () 401 247 121 3 40 28 12 4 48 24 0 5 39 39 0 6 12 12 0 7 19 19 0 8 8 8 0 9 19 1 18 10 12 12 0 91 2003 2.3.1 110 (2.4) (1.3) 1200 60 17

18 100 << >> ( 87) ( 84) ( 84) 1983

2.5 2.5 1 Top20 2 3 Top100 12 12 4 5 Top100 : 2002 2.3.2 1989 3 19

(88) 1993 ( 84) ( 2.6) 2.6 1 Top100 20

21 2.6 () 2 Top50 : 2.4 2.4.1. 91 88 1. 2. 3.

22 2.4.2 91 91 91 2.4.3. 91 30~39

23 91 1. 2. 3. 89 1. 501 ~1000 / 2. 3. 88 1. 40 2. 2.5

2.5.1 PsychographicsAIOActivities, Interests, Opinions Demographics 83 1950 1963 Lazer 1980 (Consumer Behavior School) 2.5.1.1 Assael1998 Lifestyle Characteristics 24

AIO Inventories AIO Wells and Tigert (1971) 300 Factor Analysis300 22 Plummer (1974) AIO 2.7 Plummer 2.7 AIO Activities InterestOpinion 25

2.7 AIO () Activities InterestOpinion Plummer, J.(1974).The Concept and Application of Lifestyle Segmentation. Journal of Marketing,Vol.38.P.34. 2.5.2 26

(Involvement) Sherif(1965) (Social Judgment Theory) Krugman 1965 Mark B. Taylor(1981) Engel &Blackwell(1982) () 2.5.2.1 (Involvement with Advertisement (Involvement with Product) (Involvement with Purchase) (Situational Involvement) (Enduring Involvement) (Response Involvement) ( 89) 1. 27

28 (1) (2). Richins and Bloch(1986) (3). 2. (1)

29 (2) (Temporal) Belk(1975) (3)

Zaichkowsky(1985) 2.5.2.2 (89) (Personal Involvement Inventory PII ) Zaichkowsky(1985) ( ) 168 10( 2.8@ ) r-pii(revised-personal Involvement Inventory) PII (77) 30

rpii 2.8 Zaichkowsky @ : : : : : : @ : : : : : : @ @ : : : : : : : : : : : : @ : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : @ @ @ : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : @ : : : : : : : : : : : : 31

2.8 Zaichkowsky () @ : : : : : : : : : : : : : : : : : : : Zaichkowsky,J.L.(1994),The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising, Journal of Advertising, Vol.23,No.4,p.70 2.5.3 1. (Motivation) Blackwell, Miniard and Engel(2001) Hahha & Wozniak(2001) 32

Assael(1998) Schiffman & Kanuk(2000) 2.1 2.1 Jeffrey, F.Dugree et al.(1996), Observations: Translating Values into Product Wants, Journal of Advertising Research vol.36, p.93. 2. 33

(Schiffman and Kanuk2000) (1) (Physiological Arousal) (2) (Emotional Arousal) (3) (Cognitive Arousal) (4) (Environmental Arousal) 3. 34

( ) (Blackwell, Miniard and Engel2001) (1) (Physiological Need) (2) (Safety and Health Need) (3) (The Need for Love and Companionship) (4) (The Need for Financial Resource and Security) 35

(5) (The Need for Pleasure) (6) (Social Image Need) (7) (The Need to Possess) (8) (The Need to Give) (9) (The Need for Information) 36

(10) (The Need for Variety) (Blackwell, Miniard and Engel2001) 4. Buying Decision Process 86 Stage Model 1.Kotler Kotler (1997) 37

2.2 2.2 Kotler Kotler, P. (1997), Marketing management: Analysis, planning, implementation, and control(9th ed.). New Jersey: Prentice-Hall.P.172. 2. Engel-Blackwell-Miniard EKB Engel, Kollat and Blackwell 1968 (1968-1993) 1986 Kollat Miniard EBM 2.3 38

2.3 EBM : EngelJ.F.BlackwellR. D.MiniardP.W.Consumer Behavior,7th edition,the Dryden Press,1993,p.53. 3. Marketing Mix E.Jerome McCarthy 1960 4P ProductPricePlacePromotion 39

40 (1) (2) (3) (4) 4P ( 89) 4P

41 2.6 2.6.1 91 91 91 88

42 2.6.2 89 50 91 2.6.3 91

43 2.6.4 91 25 26 91 2.6.5 91 90

44 2.6.6 90 89 2.6.7 91 91 91 89 (1)

45 (2) 91 (3) (4) (5)

46 2.7 91 2.9 2.9

47 2.9 2002 2003

48 2.9

3.1 3.1 : 3.2 3.1 (Null Hypothesis) 3.2.1 H01: 49

H01-1: H01-2: H01-3: H01-4: 3.2.2 H02: H02-1: H02-2: H02-3: H02-4: H02-5: H02-6: 3.2.3 H03: H03-1: 50

H03-2: H03-3: H03-4: H03-5: 3.3 3.1 3.1 1. 51

52 3.1 () (1) 2003 2003 (2) 2. 3. 4. 3.3.1

2003 2003 3.3.2 Plummer(1974)AIO (91) (91) 18 31 (91) Likert 3.2 3.2 AIO Activities Interests A1: A2: A3: I1: I2: I3: I4: A1: 1525 A2: 162430 A3: 142123 I1: 72629 I2: 272213 I3: 68 I4: 31125 53

3.2 AIO () Opinions O1: O2: O3: O1: 17110 O2: 3189 O3: 19112 O4:O4: 42028 : Plummer, J., The Concept and Application of Lifestyle Segmentation, Journal of Marketing,Vol. 38,p.34,1974. 3.3.3 Zaichkowsky (1994) rpii(r-personal Involvement Inventory) 3.3 10 (91) 10 ( 77) rpii Likert 54

3.3 Zaichkowsky : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : Zaichkowsky,J.L.(1994),The Personal Involvement 3.3.4 Inventory: Reduction, Revision, and Appreciation to Advertising, Journal of Advertising, Vol.21,No.4,p.59-70. Blackwell2001 55

Likert 3.3.5 4P (Product) (Place) (Price) (Promotion) (89) (91) (91) 17 Likert 3.4 2003 Convenience Sampling 93 7 15 9 5 562 20 542 3.4 56

3.4 33.66 14.2 18.89 11.82 15.28 4.60 1.80 (%) 130 55 73 46 59 18 7 146 79 124 65 75 30 23 26.9% 14.6% 22.9% 12.0% 13.8% 5.5% 4.2% 3.5 1. (Descriptive Statistics) 2. (Reliability) ( ) ( ) 57

3. (Validity) 4.T 5. (One-Way ANOVA) 6.Scheffe a 0.05 Scheffe s 7. (Pearson Correlation) 8. (Regression Analysis) 58

59 3.6 1. 2003 2. 3. 3.7 30 3.7.1

(Consistency) (Stability) ( ) Cronbach s a Cronbach s a Cronbach s 3.5 3.5 Cronbach s 0.8768 0.7038 0.7463 0.7816 84 Cronbach s a 0.30 0.300.40 0.400.50 0.500.70 0.700.90 60

0.90 0.8 0.7 Validity Content Validity 61

62 T 700 562 80% 20 542 77% 4.1.1 4.1

4.1 245 45.2 297 54.8 542 100.0 146 26.9 74 13.7 124 22.9 65 12.0 80 14.8 30 6.0 23 4.0 542 100.0 15~19 97 17.9 20~24 110 20.3 25~29 99 18.3 30~34 72 13.3 35~39 49 9.0 40~44 41 7.6 45~49 42 7.7 50 32 5.9 542 100.0 63

4.1 313 57.7 229 42.3 542 100.0 31 5.7 156 28.8 100 18.5 213 39.3 42 7.7 542 100.0 104 19.2 78 14.4 41 7.6 58 10.7 47 8.7 11 2.0 126 23.2 29 5.4 23 4.2 25 4.6 542 100.0 64

4.1 1 126 23.2 1~3 126 23.2 3~6 141 26.0 6~9 37 6.8 9~12 39 7.2 12 73 13.5 542 100.0 81 14.9 148 27.3 128 23.6 70 12.9 62 11.4 53 9.8 542 100.0 65

4.1 114 21.0 124 22.9 73 13.5 82 15.1 74 13.7 31 5.7 44 8.1 542 100.0 69 12.7 93 17.2 70 12.9 232 42.8 33 6.1 45 8.3 542 100.0 66

4.1 200 107 19.7 201~600 153 28.2 601~1,000 101 18.6 2003 1,000~1,500 79 14.6 1,501~2,000 41 7.6 2,000 61 11.3 542 100.0 2003 1 109 20.1 1~3 231 42.6 4~6 127 23.4 7~10 43 7.9 10 32 5.9 542 100.0 4.1.2 4.2 3 3.5 67

4.2 542 1.00 5.00 3.539 0.949 542 1.00 5.00 3.552 0.943 542 1.06 5.00 3.708 0.854 542 1.00 5.00 3.924 0.830 542 1.00 5.00 3.875 0.790 542 1.00 5.00 4.052 0.790 542 1.00 5.00 3.996 0.800 542 2.00 5.00 4.165 0.710 542 1.00 5.00 4.193 0.790 542 1.00 5.00 4.144 0.750 542 1.00 5.00 3.936 0.790 542 1.00 5.00 3.952 0.810 542 1.00 5.00 3.841 0.820 542 1.00 5.00 3.975 0.825 542 1.00 5.00 4.055 0.765 542 1.00 5.00 3.370 1.130 542 1.00 5.00 3.495 0.950 542 1.00 5.00 3.830 0.855 542 1.00 5.00 3.995 0.835 542 1.00 5.00 3.590 0.925 68

4.2 542 1.00 5.00 3.677 0.843 542 1.00 5.00 3.364 0.980 542 1.00 5.00 3.396 1.063 542 1.00 5.00 3.680 0.933 4.2 4.2.1T T 4.2.1.1 4.3 N=245 4.3 N=297 T P 3.90 3.94-0.576 0.369 3.89 3.86 0.349 0.708 69

4.3 T P N=245 N=297 4.00 4.09-1.272 0.775 3.93 4.03-1.338 0.908 4.14 4.18-0.577 0.367 4.14 4.23-1.260 0.097 4.08 4.19-1.672 0.804 3.89 3.96-0.919 0.042* 3.93 3.96-0.414 0.238 3.76 3.92-2.293 0.000*** 3.97 4.03-1.610 0.701 P0.05 P0.01 P0.001 4.2.1.2 4.4 70

4.4 T P N=245 N=297 3.8633 4.0707-3.582 0.809 3.9490 4.1414-3.430 0.669 3.3224 3.4158-1.552 0.559 3.5184 3.4764 0.638 0.069 3.7408 3.9024-2.675 0.036* 3.9327 4.0471-2.046 0.166 3.5490 3.6162-1.191 0.321 3.70 3.81-3.453 0.422 P0.05 P0.01 P0.001 4.2.1.3 4.5 4.5 T P N=245 N=297 3.6653 3.6886-0.537 0.063 3.3690 3.3576 0.184 0.111 71

4.5 T P N=245 N=297 3.4531 3.3515 1.322 0.106 3.6571 3.6981-0.641 0.076 3.5361 3.5239 0.252 0.118 P0.05 P0.01 P0.001 4.2.1.4 4.6 4.6 T P N=245 N=297 3.5755 3.5080 1.480 0.210 3.5449 3.5073 0.809 0.048* 3.7424 3.6872 1.830 0.613 3.6209 3.5645 1.566 0.139 P0.05 P0.01 P0.001 72

4.2.1.5 4.7 N=313 4.7 N=229 T P 3.91 3.94-0.435 0.665 3.84 3.92-1.231 0.010** 4.09 4.00 1.191 0.025* 3.97 4.00-0.367 0.009** 4.17 4.16 0.144 0.169 4.19 4.20-0.163 0.090 4.15 4.12 0.380 0.005** 3.92 3.93-0.163 0.002** 3.91 4.00-1.315 0.016* 3.85 3.84 0.116 0.173 3.9981 4.0114-0.312 0.027* P0.05 P0.01 P0.001 73

4.2.1.6 4.8 4.8 T P N=313 N=229 3.9010 4.0808-3.072 0.608 4.0128 4.1114-1.730 0.112 3.3578 3.3952-0.615 0.226 3.4010 3.6245-3.048 0.057 3.7348 3.9585-3.698 0.006** 3.9936 3.9978-0.074 0.609 3.5767 3.5983-0.379 0.975 3.7111 3.8238-3.401 0.319 P0.05 P0.01 P0.001 4.2.1.7 4.9 74

4.9 T P N=313 N=229 3.6379 3.7329-2.118 0.927 3.3073 3.4383-2.109 0.006** 3.4588 3.3173 1.788 0.002** 3.6635 3.7016-0.592 0.087 3.5161 3.5476-0.641 0.006** P0.05 P0.01 P0.001 4.2.1.8 4.10 75

N313 4.10 N229 3.5076 3.5808-1.593 0.004** 3.4681 3.6012-2.863 0.005** 3.6536 3.7804-3.616 0.011* 3.5431 3.6541-3.077 0.000*** P0.05 P0.01 P0.001 T 4.2.2 4.2.2.1 4.11 76

4.11 Scheffe 4.11 4.11 1 2 3 4 5 6 7 N=146 N=79 N=124 N=65 N=75 N=30 N=23 F P 3.82 4.01 3.98 3.82 3.89 4.17 4.00 1.332 0.241 3.80 3.87 3.95 3.83 3.81 3.97 4.09 0.861 0.524 4.04 4.01 4.23 3.91 3.92 4.13 4.04 1.813 0.094 3.90 3.99 4.10 3.98 4.09 3.70 3.91 1.665 0.127 4.16 4.13 4.27 4.11 4.12 4.13 4.00 0.853 0.529 4.22 4.28 4.31 4.17 4.09 4.00 3.65 3.023 0.006** 3>7 4.17 4.19 4.26 4.00 4.09 3.90 3.91 1.068 1.935 3.97 3.92 3.93 4.00 3.85 3.90 3.78 0.395 0.882 Scheffe 77

4.11 1 2 3 4 5 6 7 N=146 N=79 N=124 N=65 N=75 N=30 N=23 F P 3.98 4.01 3.95 3.89 3.89 4.03 3.70 0.653 0.688 4.17 4.19 4.26 4.00 4.09 3.90 3.91 0.251 0.959 3.98 4.02 4.07 3.95 3.96 3.98 3.90 0.916 0.483 3.95 3.97 3.99 3.95 4.05 3.90 3.95 0.292 0.941 4.02 4.11 4.15 4.04 4.03 3.933 3.84 1.205 0.302 3.48 3.46 3.48 3.23 3.22 3.16 2.93 4.453 0.000 3.36 3.46 3.46 3.47 3.54 3.90 3.95 3.781 0.001 3.75 3.74 3.89 3.83 3.84 3.90 4.10 1.335 0.240 4.01 4.02 4.04 3.95 3.99 3.85 3.82 0.730 0.626 3.55 3.36 3.59 3.60 3.66 3.66 4.10 4.401 0.000 3.73 3.73 3.80 3.72 3.76 3.75 3,81 0.616 0.717 3.54 3.62 3.66 3.73 3.73 3.98 4.02 6.374 0.000 3.28 3.19 3.30 3.32 3.53 3.62 3.99 5.846 0.000 3.40 3.05 3.30 3.27 3.68 3.80 3.92 6.431 0.000 3.65 3.56 3.65 3.38 3.38 4.08 4.11 5.787 0.000 3.47 3.35 3.48 3.42 3.69 3.87 4.10 8.449 0.000 *** *** *** *** *** *** *** *** Scheffe 1>7 6>1 7>1,7>2 6>1,7>1 7>1,7>2 7>3,7>4 5>2,6>2 7>2 5>4,6>4 7>4 5>2,6>1 6>2,6>4 7>1,7>2 7>3,7>4 78

4.11 1 2 3 4 5 6 7 N=146 N=79 N=124 N=65 N=75 N=30 N=23 F P 3.43 3.43 3.50 3.51 3.65 3.85 4.00 7.228 0.000 3.41 3.39 3.50 3.51 3.60 3.88 4.07 8.983 0.000 3.62 3.64 3.71 3.63 3.80 3.90 3.92 4.540 0.000 3.48 3.49 3.57 3.56 3.68 3.88 3.99 8.449 0.000 *** *** *** *** Scheffe 6>1,6>2 7>1,7>2 7>3, 7>4 6>1, 6>2 6>3, 7>1 7>2, 7>3 7>4, 7>5 6>1 6>1, 6>2 6>3, 7>1 7>2, 7>3 7>47>5 P0.05 P0.01 P0.001NS 4.2.2.2 4.12 4.12 Scheffe 50 15~19 20~24 50 15~24 79

25~29 30~34 15~19 30~34 35~39 40~44 15~19 50 15~19 20~24 20~24 25~29 30~34 15~19 20~34 15~19 4.12 4.12 1 2 3 4 5 6 7 8 15~19 20~24 25~29 30~34 35~39 40~44 45~49 50 F P Scheffe N=97 N=110 N=99 N=72 N=49 N=41 N=42 N=32 3.78 3.95 3.96 4.11 3.84 3.88 3.83 4.00 1.154 0.328 3.74 3.79 3.94 4.03 4.00 3.78 3.79 4.03 1.580 0.139 4.05 4.00 4.09 4.17 4.00 4.10 3.86 4.13 0.769 0.614 3.87 3.98 3.97 4.10 4.06 3.83 4.02 4.19 1.110 0.355 4.20 4.21 4.07 4.10 4.14 4.22 4.07 4.41 1.092 0.367 4.20 4.18 4.10 4.15 4.02 4.39 4.21 4.53 1.771 0.091 80

4.12 1 2 3 4 5 6 7 8 15~19 N=97 20~24 N=110 25~29 N=99 30~34 N=72 35~39 N=49 40~44 N=41 45~49 N=42 50 N=32 F P Scheffe 4.16 4.15 4.10 4.10 4.00 4.17 4.07 4.44 1.125 0.346 3.86 3.85 3.97 3.96 4.04 3.98 3.79 4.16 1.058 0.389 3.77 3.83 3.99 4.11 3.96 3.95 4.07 4.19 2.013 0.052 3.70 3.84 3.95 3.89 3.92 3.78 3.79 3.91 0.845 0.550 3.99 3.95 3.97 3.98 4.00 4.01 4.07 4.19 1.327 0.235 3.80 3.86 3.92 4.04 4.04 4.15 4.09 4.37 3.864 0.000 4.03 3.98 4.02 4.11 3.94 4.14 3.98 4.45 2.393 0.020 3.45 3.27 3.27 3.34 3.26 3.59 3.47 3.57 2.149 0.037 3.20 3.41 3.66 3.68 3.59 3.51 3.33 3.73 4.517 0.000 3.48 3.73 3.83 3.95 3.97 4.04 3.88 4.31 7.498 0.000 3.92 3.94 4.09 3.95 3.98 4.02 3.90 4.28 1.648 0.119 3.43 3.60 3.73 3.67 3.63 3.56 3.32 3.64 2.786 0.007 3.62 3.68 3.74 3.77 3.79 3.82 3.86 4.05 6.333 0.000 3.43 3.69 3.83 3.73 3.74 3.68 3.63 3.70 5.216 0.000 3.04 3.39 3.55 3.48 3.56 3.33 3.36 3.06 5.733 0.000 3.26 3.50 3.60 3.45 3.56 3.25 3.14 2.91 3.724 0.001 3.51 3.79 3.71 3.75 3.65 3.66 3.74 3.48 1.554 0.147 *** *** *** ** *** *** *** *** 8>1, 8>2 3>1, 4>1 4>1, 5>1 6>1, 8>1 8>2 NS 8>1, 8>2 8>7 2>1,3>1 4>1 3>1,4>1 5>1 NS 3.31 3.59 3.67 3.60 3.63 3.48 3.47 3.29 4.750 0.000 *** 3>1 81

N=97 4.12 N=110 N=99 N=72 1 2 3 4 5 6 7 8 F 15~19 20~24 25~29 30~34 35~39 40~44 45~49 50 N=49 N=41 N=42 N=32 P Scheffe 3.33 3.59 3.61 3.58 3.67 3.54 3.52 3.41 3.584 0.001 3>1 3.24 3.56 3.67 3.61 3.59 3.55 3.50 3.44 5.791 0.000 2>1, 3>1 4>1, 5>1 3.41 3.69 3.80 3.86 3.81 3.67 3.76 3.79 11.937 0.000 2>1, 3>1 3.33 3.61 3.69 3.68 3.69 3.58 3.59 3.55 4.750 0.000 *** 4>1, 5>1 6>1, 7>1 8>1 2>1, 3>1 4>1,5>1 P0.05 P0.01 P0.001NS 4.2.2.3 4.13 Scheffe 4.13 82

4.13 1 2 3 4 5 P Scheffe N=31 N=156 N=100 N=213 N=42 3.87 3.76 3.80 4.08 4.02 4.150 0.003* 4>2 3.77 3.75 3.73 4.02 3.98 4.106 0.003* 4>2,4>3 3.87 4.00 3.93 4.14 4.24 2.377 0.051 3.81 3.96 3.96 4.04 4.0 0.719 0.579 4.19 4.14 4.12 4.18 4.24 0.280 0.890 4.16 4.17 4.17 4.23 4.1 0.186 0.946 4.03 4.19 4.01 4.19 4.07 1.373 0.242 3.90 3.85 3.93 3.98 3.95 0.571 0.683 3.84 3.87 3.96 4.00 4.00 0.854 0.492 3.55 3.78 3.89 3.90 3.8 1.690 0.150 3.90 3.94 3.95 4.07 4.05 2.446 0.046* NS 83

4.13 1 2 3 4 5 P Scheffe N=31 N=156 N=100 N=213 N=42 3.98 3.99 3.99 3.92 4.13 0.860 0.488 3.90 4.11 4.09 4.03 3.96 1.070 0.367 3.35 3.36 3.42 3.36 3.26 0.396 0.812 3.30 3.44 3.57 3.50 3.55 0.984 0.416 3.88 3.73 3.89 3.87 3.77 1.239 0.293 3.98 3.94 4.05 4.00 4.03 0.483 0.748 3.35 3.50 3.59 3.64 3.76 2.886 0.022 3.68 3.73 3.80 3.76 3.78 0.874 0.479 3.62 3.56 3.74 3.70 3.83 3.794 0.005* 5>2 3.29 3.26 3.43 3.41 3.34 1.319.261 3.47 3.33 3.40 3.42 3.44 0.322 0.863 3.55 3.62 3.67 3.71 3.78 0.772 0.544 3.48 3.44 3.56 3.56 3.60 1.355 0.249 P0.05 P0.01 P0.001NS 84

4.13 1 2 3 4 5 P Scheffe N=31 N=156 N=100 N=213 N=42 3.43 3.50 3.58 3.59 3.60 2.363 0.052 3.43 3.46 3.55 3.58 3.63 2.150 0.073 3.59 3.57 3.77 3.77 3.88 8.895 0.000 3>2,4>2 3.51 3.47 3.64 3.62 3.71 4.947 0.001 *** 5>1,5>2 3>2,4>2 5>2 P0.05 P0.01 P0.001NS 4.2.2.4 4.14 4.14 Scheffe 85

4.14 4.14 1 2 3 4 5 F N=104 N=78 N=41 N=58 N=47 P 4.08 3.90 3.71 3.90 3.87 2.532 0.008** NS 4.04 3.76 3.85 3.78 4.00 2.010 0.036* NS 4.12 4.04 3.71 4.03 4.11 1.329 0.219 4.09 3.95 3.68 4.00 4.15 1.583 0.117 4.32 3.97 3.98 4.14 4.11 2.912 0.002** NS 4.37 4.04 3.90 4.16 4.19 2.684 0.005** NS 4.34 4.01 3.90 4.09 4.04 3.229 0.001*** NS 4.10 3.79 3.61 4.02 3.87 2.033 0.034* NS 4.15 4.05 3.71 4.02 3.83 2.409 0.011* NS 3.85 3.88 3.68 3.76 3.96 1.494 0.147 4.14 3.93 3.77 3.98 4.01 3.558 0.000*** Scheffe 86

4.14 1 2 3 4 5 F N=104 N=78 N=41 N=58 N=47 P 4.33 3.87 3.70 3.95 4.13 3.919 0.000*** NS Scheffe 4.21 3.99 3.65 3.93 4.27 4.402 0.000*** 1>3,5>3 3.53 3.33 3.17 3.28 3.31 3.206 0.001*** NS 3.44 3.62 3.54 3.71 3.60 5.490 0.000*** 4>7,9>7 4.04 3.88 3.81 3.86 3.88 4.024 0.000*** 1>7 4.04 3.87 3.82 3.86 3.79 1.986 0.039* NS 3.54 3.62 3.67 3.60 3.80 3.340 0.001*** 9>7 3.86 3.73 3.62 3.7746 3.8556 4.713 0.000*** 7>1,8>1 3.59 3.82 3.84 3.86 3.77 9.069 0.000*** 2>7, 3>7 8>3 4>7, 9>6 9>7,9>10 3.23 3.56 3.63 3.88 3.22 8.732 0.000*** 2>7, 3>7 3.20 3.53 3.69 3.67 3.47 3.811 0.000*** NS 3.66 3.68 3.75 3.90 3.60 1.546 0.129 4>7, 5>7 9>1, 9>7 3.41 3.64 3.72 3.76 3.60 6.837 0.000 2>7, 3>7 3.43 3.65 3.68 3.67 3.64 4.976 0.000 9>7 4>7,9>1 3.44 3.65 3.62 3.70 3.69 8.732 0.000 2>7, 4>7 9>7 5>7, 9>1 3.74 3.81 3.73 3.79 3.85 8.772 0.000 1>7, 2>7 9>7 4>7, 5>7 3.54 3.70 3.68 3.72 3.73 6.837 0.000 2>7, 3>7 9>7 4>7, 5>7 9>1, 9>7 87

4.14 1 2 3 4 5 N=11 N=126 N=29 N=23 N=25 3.55 3.90 4.21 4.22 3.48 2.532 0.008** NS 3.55 3.83 4.10 4.00 3.56 2.010 0.036** NS 3.91 4.12 4.21 4.00 3.92 1.329 0.219 3.55 4.00 4.03 4.04 3.84 1.583 0.117 4.18 4.30 4.31 3.87 3.96 2.912 0.002** NS 4.27 4.29 4.41 3.83 4.04 2.684 0.005** NS 3.82 4.28 4.28 3.87 3.88 3.229 0.001*** NS 3.91 3.94 4.14 3.91 3.76 2.033 0.034** NS 3.55 3.83 4.14 3.78 3.92 2.409 0.011** NS 3.27 3.83 4.10 4.04 3.76 1.494 0.147 3.75 4.0317 4.1931 3.9565 3.8120 3.558 0.000*** 1>3 4.09 3.87 4.33 3.87 3.84 3.919 0.000*** NS Scheffe 3.73 4.08 4.31 3.98 3.94 4.402 0.000*** 1>3, 5>3 3.09 3.46 3.67 3.00 3.20 3.206 0.001*** NS 3.63 3.19 3.76 4.07 3.34 5.490 0.000*** 4>7, 9>7 3.90 3.56 4.12 3.87 3.66 4.024 0.000*** 1>7 3.91 3.56 4.16 3.87 3.66 1.986 0.039** NS 3.55 3.45 3.59 4.08 3.34 3.340 0.001*** 9>7 3.64 3.65 3.98 3.83 3.62 4.7313 0.000*** 7>1, 8>1 8>3 88

4.14 1 2 3 4 5 Scheffe N=11 N=126 N=29 N=23 N=25 3.30 3.46 3.85 4.03 3.47 9.069 0.000*** 2>7, 3>7 4>7, 9>6 9>79>10 3.07 3.03 3.23 3.88 3.22 8.732 0.000*** 9>1, 9>7 3.67 3.22 3.24 3.87 3.11 3.811 0.000*** NS 3.54 3.58 3.67 3.95 3.48 1.546 0.129 2>7, 3>7 4>7, 5>7 3.39 3.32 3.51 3.93 3.32 6.837 0.000*** 2>7, 3>7 3.56 3.37 3.48 3.90 3.40 4.976 0.000*** 9>7 4>7, 9>1 3.39 3.26 3.51 4.02 3.48 8.732 0.000*** 2>7, 4>7 9>7 5>7, 9>1 3.56 3.46 3.72 3.94 3.70 8.772 0.000*** 1>7, 2>7 9>7 4>7, 5>7 3.50 3.36 3.57 3.95 3.52 9.637 0.000*** 2>7, 3>7 9>7 4>7, 5>7 9>1, 9>7 P0.05 P0.01 P0.001NS 89

4.2.2.5 4.15 4.15 Scheffe 1 1~3 3~6 9~1 1~6 9~12 4.15 1~6 4.15 1 2 3 4 5 6 1 1~3 N=126 N=126 3~6 N=141 6~9 N=37 9~12 N=39 N=73 F 12 P 3.88 3.90 4.00 3.89 3.95 3.88 0.390 0.856 3.89 3.93 3.91 3.89 3.82 3.68 1.086 0.367 3.94 3.99 4.20 4.00 4.18 4.01 1.862 0.099 4.00 3.92 4.01 3.92 4.10 3.95 0.756 0.582 4.24 4.06 4.11 4.22 4.33 4.19 1.461 0.201 4.22 4.25 4.12 4.32 4.36 4.01 1.686 0.136 Scheffe 90

4.15 1 2 3 4 5 6 1 1~3 N=126 N=126 3~6 N=141 6~9 N=37 9~12 N=39 N=73 F 12 P 4.10 4.12 4.19 4.14 4.28 4.04 0.749 0.587 3.93 3.91 3.89 3.97 4.10 3.90 0.484 0.789 4.06 3.87 3.91 3.89 4.15 3.88 1.503 0.187 3.83 3.84 3.84 3.84 4.05 3.78 0.605 0.696 Scheffe 4.00 3.97 4.01 4.00 4.14 3.93 1.019 0.405 4.06 3.94 4.01 3.89 4.05 3.82 1.548 0.173 4.09 4.02 4.06 4.05 4.12 3.98 0.377 0.865 3.37 3.29 3.35 3.36 3.61 3.41 1.303 0.260 3.48 3.48 3.64 3.54 3.37 3.28 2.528 0.028* NS 3.88 3.81 3.89 3.94 3.89 3.54 3.194 0.008** NS 3.92 3.98 3.96 3.97 4.32 4.02 2.372 0.038* NS 3.63 3.48 3.65 3.54 3.70 3.49 1.700 0.133 3.78 3.72 3.79 3.75 3.87 3.65 2.449 0.033* NS 3.73 3.73 3.70 3.54 3.59 3.52 2.922 0.013* NS 3.49 3.49 3.41 3.18 3.16 2.99 7.205 0.000*** 1>5, 2>5 3.39 3.46 3.62 3.26 3.29 2.96 6.003 0.000*** 1>5, 2>5 3.71 3.73 3.80 3.54 3.64 3.36 3.909 0.002* 2>5, 3>5 3>5 3>5 3.58 3.60 3.63 3.38 3.42 3.12 7.618 0.000*** 3>6, 6>1 6>2 91

4.15 1 2 3 4 5 6 1 1~3 N=126 N=126 3~6 N=141 6~9 N=37 9~12 N=39 N=73 F 12 P Scheffe 3.60 3.54 3.61 3.51 3.43 3.31 4.064 0.001*** 1>6, 3>6 3.58 3.53 3.60 3.37 3.52 3.30 4.195 0.001*** 1>6, 3>6 3.73 3.69 3.76 3.65 3.74 3.57 2.501 0.030* NS 3.64 3.59 3.66 3.51 3.56 3.39 4.791 0.000*** 6>1, 6>3 P0.05 P0.01 P0.001NS 4.2.2.6 4.16 4.16 Scheffe 8~10 10 2~4 8~10 2~4 4.16 92

4.16 1 2 3 4 5 6 F P Scheffe N=81 N=148 N=128 N=70 N=62 N=53 3.89 3.80 3.87 4.00 4.11 4.11 2.154 0.058 3.88 3.68 3.90 3.99 3.98 4.04 2.816 0.016 4.02 3.97 3.94 4.17 4.21 4.26 2.512 0.029* NS 3.81 3.91 4.03 4.06 4.00 4.25 2.385 0.037* NS 4.20 4.05 4.07 4.20 4.30 4.38 2.764 0.018 4.14 4.01 4.22 4.16 4.42 4.49 4.419 0.000*** 5>2, 6>2 4.09 4.00 4.11 4.19 4.27 4.43 3.328 0.006** 6>2 3.77 3.79 4.02 4.10 3.97 4.06 3.017 0.011* NS 3.78 3.89 3.99 4.07 3.95 4.09 1.648 0.145 3.79 3.69 3.88 3.99 3.95 3.96 2.056 0.069 3.93 3.87 4.00 4.09 4.11 4.20 5.473 0.000*** 6>2 93

4.16 1 2 3 4 5 6 F P Scheffe N=81 N=148 N=128 N=70 N=62 N=53 3.80 3.92 3.98 4.03 4.11 4.13 2.461 0.032* NS 3.86 4.01 4.07 4.10 4.15 4.27 3.195 0.007** 6>2 3.30 3.23 3.43 3.41 3.45 3.55 2.555 0.027 3.51 3.47 3.49 3.49 3.41 3.63 0.518 0.763 3.74 3.77 3.87 3.78 3.90 3.95 1.030 0.399 3.86 3.83 4.06 4.12 4.04 4.23 4.965 0.000*** 6>2 3.64 3.54 3.60 3.55 3.56 3.61 0.359 0.877 3.67 3.68 3.79 3.78 3.80 3.91 4.122 0.001** 6>1, 6>2 3.76 3.69 3.65 3.64 3.61 3.67 0.875 0.497 3.62 3.37 3.38 3.20 3.15 3.33 4.000 0.000*** 1>4,1>5 3.60 3.52 3.37 3.21 3.11 3.34 3.377 0.005* NS 3.84 3.71 3.66 3.65 3.55 3.52 1.792 0.113 3.71 3.57 3.51 3.43 3.36 3.46 3.668 0.003* 6>1 3.65 3.56 3.53 3.48 3.40 3.51 1.754 0.121 3.65 3.53 3.56 3.42 3.38 3.49 2.425 0.034* NS 3.67 3.65 3.72 3.69 3.71 3.86 2.291 0.045* NS 3.66 3.58 3.60 3.53 3.50 3.62 1.385 0.228 P0.05 P0.01 P0.001NS 94

4.2.2.7 4.17 4.17 Scheffe 1 ~2 1 ~2 2 ~5 1 ~2 1 ~5 2 5 1 2 2 5 7 1 1 ~2 3 1 2 2 5 7 1 1 2 1 5 7 2 4.17 95

4.17 1 2 3 4 5 6 7 F P Scheffe N=114 N=124N=73 N=82 N=74 N=31 N=44 3.91 3.85 4.08 3.83 3.96 3.94 3.98 0.847 0.534 3.81 3.83 4.03 3.82 3.89 3.94 3.93 0.807 0.565 4.05 3.96 3.90 4.17 4.24 4.00 4.05 1.773 0.102 3.95 3.96 3.81 4.01 4.16 4.13 4.00 1.456 0.191 4.19 4.13 3.95 4.29 4.24 4.23 4.11 1.914 0.077 4.17 3.99 4.16 4.32 4.36 4.29 4.25 2.437 0.025** NS 4.06 4.10 4.08 4.18 4.28 4.13 4.20.907 0.489 3.94 3.90 3.85 3.93 4.05 3.94 3.91.480 0.823 4.04 3.77 3.97 3.89 4.05 3.87 4.11 1.878 0.083 3.77 3.92 3.95 3.77 3.88 3.87 3.70 1.87 0.516 3.98 3.94 3.97 4.02 4.15 4.03 4.00 1.069 0.380 96

4.17 1 2 3 4 5 6 7 F P Scheffe N=114 N=124N=73 N=82 N=74 N=31 N=44 3.90 3.95 3.78 4.00 4.28 4.11 3.93 3.668 0.001** 5>3 3.92 3.91 4.09 4.16 4.26 4.20 4.04 3.747 0.001** 5>1, 5>2 3.33 3.29 3.23 3.40 3.60 3.38 3.47 2.346 0.030* NS 3.45 3.55 3.58 3.33 3.60 3.40 3.46 1.318 0.247 3.65 3.84 3.75 3.87 3.99 3.87 3.96 2.339 0.030* NS 3.87 3.85 3.95 4.15 4.27 3.95 4.03 5.144 0.000*** 5>1, 5>2 3.60 3.61 3.70 3.51 3.52 3.61 3.48 3.89 0.500 3.67 3.71 3.72 3.78 3.93 3.79 3.77 3.816 0.002** 5>1, 5>2 3.69 3.81 3.72 3.56 3.56 3.73 3.54 3.586 0.002** NS 3.44 3.58 3.47 3.14 3.07 3.49 3.14 7.033 0.000*** 1>5, 2>4 2>5, 2>7 3.63 3.55 3.50 3.06 3.07 3.54 3.21 6.589 0.000*** 1>4, 1>5 3.83 3.70 3.78 3.47 3.58 3.76 3.50 2.928 0.008** NS 2>4, 2>5 3.65 3.66 3.62 3.31 3.32 3.63 3.35 7.498 0.000*** 1>4,1>5 2>4, 2>5 2>6 97

4.17 1 2 3 4 5 6 7 F P Scheffe N=114 N=124N=73 N=82 N=74 N=31 N=44 3.57 3.69 3.61 3.37 3.39 3.58 3.38 5.168 0.000*** 2>4, 2>5 3.56 3.63 3.57 3.40 3.42 3.63 3.31 3.557 0.002** NS 3.59 3.77 3.75 3.68 3.68 3.73 3.79 2.757 0.012* NS 3.57 3.70 3.64 3.49 3.50 3.65 3.50 3.560 0.002** 2>4 P0.05 P0.01 P0.001NS 4.2.2.8 4.18 4.18 Scheffe 98

4.18 4.18 1 2 3 4 5 6 N=69 N=93 N=70N=232N=33 N=45 F P 3.84 3.88 3.96 4.01 3.91 3.60 2.120 0.062 Scheffe 3.83 3.96 3.90 3.94 3.73 3.47 3.340 0.006 ** 2>6, 4>6 3.94 4.13 4.07 4.13 3.91 3.76 2.355 0.039 * NS 3.97 3.90 3.91 4.05 4.12 3.8 1.102 0.358 4.04 4.23 4.23 4.2 3.97 3.91 2.684 0.020 * NS 4.12 4.27 4.11 4.30 4.18 3.69 5.149 0.000 *** 2>6, 4>6 4.04 4.04 4.03 4.27 4.15 3.93 3.039 0.010 ** NS 3.97 3.87 3.90 4.01 3.82 3.67 1.837 0.104 99

4.18 1 2 3 4 5 6 N=69 N=93 N=70N=232N=33 N=45 F P 3.90 3.95 4.14 3.98 3.82 3.62 2.607 0.024 * 3>6 3.91 4.00 3.79 3.84 3.91 3.47 2.870 0.014 * 2>6 Scheffe 3.95 4.02 4.00 4.07 3.95 3.69 5.041 0.000*** 2>6, 3>6 3.91 3.96 3.96 4.05 4.06 3.66 2.720 0.019 * 4>6 3.95 4.13 3.92 4.14 4.01 3.83 3.049 0.010 ** NS 3.42 3.37 3.28 3.41 3.43 3.20 1.037 0.395 3.65 3.72 3.60 3.32 3.28 3.62 5.850 0.000 *** 2>4 3.80 3.96 3.64 3.86 3.80 3.72 2.058 0.069 3.92 4.08 4.00 4.03 4.03 3.71 2.425 0.034 * NS 3.76 3.62 3.62 3.51 3.65 3.47 2.125 0.061 3.77 3.83 3.70 3.76 3.75 3.60 2.471 0.032* 2>6 3.70 3.85 3.80 3.56 3.66 3.65 5.577 0.000 *** 2>4, 3>4 3.57 3.53 3.43 3.19 3.25 3.52 6.058 0.000 *** 1>4, 2>4 3.70 3.47 3.41 3.24 3.42 3.49 3.310 0.006** 1>4 3.75 3.89 3.74 3.59 3.56 3.55 3.025 0.211 3.68 3.69 3.60 3.39 3.47 3.55 5.579 0.000*** 1>4, 2>4 3.67 3.66 3.52 3.45 3.32 3.69 5.336 0.000 2>4 3.63 3.72 3.57 3.37 3.44 3.70 8.877 0.000*** 1>4, 2>4 3.69 3.88 3.75 3.64 3.59 3.70 5.767 0.000*** 2>4, 2>5 3.66 3.76 3.61 3.48 3.45 3.69 8.269 0.000*** 2>4, 2>5 P0.05 P.01 P0.001NS 4>6 6>4 100

4.2.2.92003 4.19 2003 4.19 Scheffe 2,000 200 201~600 601~1,000 2003 2,000 200~1,000 4.19 4.19 2003 1 2 3 4 5 6 200 201~ N=107 601~ 1001~ 1501~ 600 1000 1500 2000 N=153 N=101 N=79 N=41 2000 N=61 F P Scheffe 3.79 3.82 3.84 4.09 4.02 4.26 4.161 0.001*** 6>1, 6>2 3.78 3.77 3.79 4.04 3.98 4.15 3.435 0.005** NS 3.93 3.95 4.03 4.24 4.10 4.28 3.014 0.011* NS 3.93 3.92 3.95 4.04 4.02 4.21 1.438 0.209 4.00 4.13 4.17 4.32 4.24 4.26 2.277 0.046 3.97 4.12 4.26 4.29 4.44 4.34 3.640 0.003** NS 4.02 4.01 4.13 4.32 4.17 4.43 4.361 0.001*** 6>1, 6>2 3.91 3.78 3.86 4.06 4.12 4.13 3.022 0.011* NS 6>3 101

4.19 2003 1 2 3 4 5 6 200 201~ N=107 601~ 1001~ 1501~ 600 1000 1500 2000 N=153 N=101 N=79 N=41 2000 N=61 F P Scheffe 3.90 3.84 3.90 4.00 4.05 4.21 2.158 0.057 3.79 3.81 3.87 3.84 3.90 3.95 0.437 0.823 3.89 3.91 3.98 4.12 4.10 4.22 6.031 0.000*** 6>1, 6>2 3.80 3.87 3.98 4.09 4.12 4.27 5.568 0.000*** 6>1, 6>2 3.82 3.92 4.14 4.20 4.20 4.32 8.083 0.000*** 3>1, 4>1 6>1, 6>2 3.15 3.28 3.54 3.41 3.50 3.56 5.208 0.000*** 3>1, 6>1 3.57 3.44 3.41 3.48 3.50 3.63.939 0.455 3.64 3.78 3.82 3.91 4.01 4.06 3.939 0.002** 6>1 3.85 3.93 4.00 4.0 4.10 4.18 3.000 0.011* NS 3.61 3.59 3.63 3.66 3.57 3.40 1.088 0.366 3.63 3.69 3.79 3.81 3.86 3.92 6.904 0.000*** 4>1,6>1 3.85 3.73 3.58 3.69 3.49 3.55 6.181 0.000*** 1>3, 1>5 3.61 3.38 3.25 3.34 3.17 3.18 4.677 0.000*** 1>3, 1>5 3.67 3.43 3.30 3.38 3.08 3.240 3.990 0.001*** 1>5 3.82 3.74 3.57 3.64 3.51 3.59 2.082 0.066 3.74 3.57 3.43 3.44 3.31 3.39 6.224 0.000*** 1>3, 1>5 6>2 1>6 1>6 1>6 102

4.19 2003 1 2 3 4 5 6 200 201~ 601~ 1001~ 1501~ 2000 F P Scheffe 600 1000 1500 2000 N=107 N=153 N=101 N=79 N=41 N=61 3.69 3.59 3.45 3.51 3.38 3.39 4.545 0.000 1>3, 1>6 3.73 3.57 3.39 3.54 3.31 3.33 7.984 0.000 1>3, 1>5 3.78 3.71 3.56 3.67 3.75 3.79 4.014 0.001 1>3, 6>3 3.73 3.62 3.47 3.57 3.48 3.50 5.828 0.000*** 1>3, 1>5 P0.05 P0.01 P0.001NS.2.2.10 2003 4.20 2003 1>6 1>6 4.20 Scheffe 7~10 10 2003 7~10 1~3 4~6 7~10 10 1 2003 1~10 103

1 1~3 4~6 7~10 1 4~6 7~10 2003 1 4~10 10 1 7~10 1 4.20 4.20 2003 1 2 3 4 5 F P Scheffe 1 1~3 4~6 7~10 10 N=109 N=231 N=127 N=43 N=32 3.78 3.87 3.95 4.16 4.31 3.792 0.005** 5>1 3.74 3.81 3.93 4.19 4.09 3.617 0.006** 4>1 3.94 4.00 4.06 4.37 4.31 3.443 0.009** NS 3.93 3.94 3.98 4.23 4.1 1.706 0.147 4.01 4.14 4.21 4.40 4.31 2.998 0.018** NS 4.01 4.16 4.28 4.33 4.53 3.774 0.005** 5>1 3.95 4.08 4.20 4.42 4.50 5.820 0.000*** 4>1, 5>1 3.83 3.88 3.98 4.07 4.19 2.008 0.092 3.89 3.94 3.89 4.05 4.28 1.832 0.121 3.66 3.92 3.83 3.88 3.94 2.012 0.092 3.87 3.97 4.03 4.20 4.26 6.610 0.000*** 4>1, 5>1 5>2 104

4.20 2003 1 2 3 4 5 F P Scheffe 1 1~3 4~6 7~10 10 N=109 N=231 N=127 N=43 N=32 3.80 3.96 4.05 4.00 4.25 3.549 0.007** 5>1 3.79 4.05 4.18 4.20 4.21 6.952 0.000*** 2>1, 3>1 4>1, 5>1 3.20 3.37 3.40 3.45 3.67 3.289 0.011* 5>1 3.57 3.49 3.34 3.62 3.67 2.381 0.051 3.66 3.84 3.84 4.00 3.98 2.486 0.043* NS 3.88 4.01 3.96 4.06 4.06 2.367 0.052 3.61 3.62 3.59 3.38 3.46 1.532 0.192 3.65 3.76 3.77 3.82 3.93 4.166 0.002** 5>1 3.80 3.73 3.55 3.52 3.54 6.342 0.000*** 1>3, 2>3 4>1 3.51 3.39 3.25 3.25 3.19 2.838 0.024* NS 3.68 3.39 3.24 3.19 3.32 4.559 0.000*** 1>3, 1>4 3.79 3.69 3.61 3.55 3.58 1.449 0.217 3.70 3.55 3.41 3.38 3.41 5.238 0.000*** 1>3, 1>4 105

4.20 2003 1 2 3 4 5 F P Scheffe 1 1~3 4~6 7~10 10 N=109 N=231 N=127 N=43 N=32 3.63 3.58 3.41 3.44 3.47 3.699 0.006** 1>3 3.65 3.58 3.38 3.41 3.33 6.210 0.000*** 1>3, 2>3 3.70 3.74 3.61 3.70 3.81 2.898 0.022* NS 3.66 3.63 3.46 3.52 3.54 4.925 0.001*** 1>3, 2>3 P0.05 P0.01 P0.001NS 4.21 4.22 106

4.21 *** *** *** *** *** * ** *** * *** *** *** *** *** * *** *** *** ** * ** *** ** *** * *** *** 2003 *** *** *** *** 2003 *** ** *** *** P0.05 P0.01 P0.001 107

4.22 50 15~19 50 20~24 50 45~49 25~29>15~19 20~24>15~19 25~29>15~19 30~34>15~19 35~39>15~19 NS NS 3~6 12 12 1 12 1 12 1~3 12 3~6 108

4.22 2003 2000 >200 1001~1500>200 200>601~1000 00>601~1000 2000 2000 >200 200>1501~2000 200>1501~2000 >201~600 2000 >201~600 200>2000 2002000 2003 7~10 1 10 1 1 ~4~6 1 4~6 10 1 1 7~10 1~3 4~6 10 1~3 4.3 Pearson 109

4.3.1 4.23 4.23 0.206** 0.104* 0.289** 0.227** 0.166** 0.337** 0.069 0.030 0.174** 0.117** 0.100* 0.224** 0.078-0.002 0.104** -0.029-0.053 0.082 0.011-0.022 0.063 0.136** 0.068 0.176** 0.121** 0.107* 0.267** 0.192** 0.156** 0.280** P0.05 P0.01 P0.001 110

4.3.2 4.24 4.24 0.081 0.079 0.203** 0.010 0.023 0.126** -0.061-0.090** 0.019 0.320** 0.351** 0.385** 0.177** 0.165** 0.336** -0.016-0.034 0.179** 0.234** 0.234** 0.223** P0.05 P0.01 P0.001 111

4.3.3 4.25 4.25 0.518** 0.515** 0.516** 0.520** 0.566** 0.464** 0.520** 0.432** 0.294** 0.464** 0.368** 0.268** P0.05 P0.01 P0.001 4.3.4 4.26 112

4.26 0.253** 0.258** 0.159** 0.192** 0.270** 0.204** 0.138** 0.264** 0.321** 0.134** 0.155** 0.284** 0.168** 0.172** 0.200** 0.256** 0.152** 0.105* 0.142** 0.270** 0.102* 0.265** 0.225** 0.096* 0.126** 0.166** 0.245** 0.075 0.283** 0.338** 0.182** 0.008 0.147** 0.282** 0.111** 0.266** 0.277** 0.184** 0.011 0.169** 0.269** 0.049 0.254** 0.262** 0.115* 0.069 0.178** 0.291** 0.065 0.298** 0.289** 0.113** 0.205** 0.235** 0.253** 0.142** 0.245** 0.202** 0.158** 0.214** 0.233** 0.133** 0.059 0.221** 0.297** 0.098* 0.249** 0.208** 0.196** 0.195** P0.05 P0.01 P0.001 4.3.5 4.27 113

4.27 0.190** 0.096* 0.074 0.226** 0.242** 0.199** 0.131** 0.188** 0.110 0.013 0.007 0.156** 0.128 0.073 0.039 0.145** 0.103* 0.001 0.027 0.129** 0.075-0.024-0.024 0.122** 0.064-0.037 0.002 0.143** 0.169** 0.025 0.101* 0.186** 0.177** 0.156** 0.102* 0.155** 0.245** 0.171** 0.127** 0.180** P0.05 P0.01 P0.001 114

4.3.6 4.28 4.28 0.134** 0.32 0.20 0.99* 0.060 0.015-0.016 0.74 0.14-0.095* -0.082 0.072 0.300** 0.285** 0.206** 0.122** 0.178** 0.111** 0.095** 0.114** 0.019-0.025-0.027-0.014 0.255** 0.226** 0.262** 0.193** P0.05 P0.01 P0.001 4.3.7 4.29 115

4.29 0.230** 0.290** 0.673** 0.230** 0.549** 0.214** 0.290** 0.549** 0.207** 0.673** 0.214** 0.207** P0.05 P0.01 P0.001 4.4 4.4.1 4.30 R 2 0.073 7.3% 116

4.30 Standardized Beta t 0.034 0.637 0.148 2.741 ** -0.004-0.073 0.027 0.548-0.009-0.178-0.072-1.437-0.054-1.078 0.052 1.088 0.084 1.740 0.141 2.898 ** R 0.300 R Square 0.090 Adjusted R Square 0.073 P 0.000 *** F 5.262 * P0.05 ** P0.01 *** P0.001 4.4.2 4.31 R 2 0.464 46.4% 117

4.31 Standardized Beta t 0.412 9.478 *** 0.275 6.461 *** 0.091 2.296 *** R 0.683 R Square 0.467 Adjusted R Square 0.464 P 0.000 *** F 157.023 * P0.05 ** P0.01 *** P0.001 4.4.3 4.32 R 2 0.141 14.1% 118

4.32 Standardized Beta t 0.014 0.291-0.028-0.581-0.006-0.133 0.224 5.432 *** 0.076 1.598-0.092-2.103 0.258 6.229 *** R 0.389 R Square 0.152 Adjusted R Square 0.141 P 0.000 *** F 13.638 * P0.05 ** P0.01 *** P0.001 4.4.4 Braron & Kenny(1986) ( 91) : 1 2 3 119

(1) 4.33 4.33 0.214 *** 0.549 *** 0.144 ** 0.129 * R 0.214 0.549 0.240 R 2 0.046 0.301 0.058 Adjusted R 2 0.044 0.300 0.054 F 26.017 232.932 16.442 * P0.05 ** P0.01 *** P0.001 (2) 4.34 120

4.34 0.673 *** 0.290 *** 0.669 *** 0.014 R 0.673 0.290 0.673 R 2 0.453 0.084 0.453 Adjusted R 2 0.451 0.082 0.451 F 446.319 49.444 222.903 * P0.05 ** P0.01 *** P0.001 (90) 121

122

5.1 5.1.1 5.1.1.1 20~29 20,000~40,000 2,000~5,00 1~6 2003 201~600 1~3 5.1.1.2 3 3.5 123

5.1.2 (1) 35~39 3~6 1 12 2003 200 201~600 601~1000 2003 1 1~3 4~6 (2) 2003 2000 1001~1500 200 2003 10 7~10 1 124

(3) 50 40~44 20~24 2003 2000 1501~2000 200 2003 10 7~10 1 (4) 25~29 35~39 15~19 3~6 1~3 12 2003 200 201~600 1501~2000 2003 1 1~3 7~10 5.1.3 (1) 125

126 5.1 5.1 (2) 5.2 5.2

127 (3) 5.3 5.3 (4) 5.4

128 5.4 (5) 5.5

129 5.5 (6) 5.6 5.6

130 5.1.3 7.3%46.4% 14.1% 5.1.4 5.7 5.7 H01-1 H01-2 H01-3 H01-4 H02-1 H02-2

131 5.7 H02-3 H02-4 H02-5 H02-6 H03-1 H03-2 H03-3 H03-4 H03-5

132 5.1.5 5.1.6

5.2 5.2.1 (1) 20~29 20~24 25~29 48.6% 20~29 (2). (3). 133

134 (4). ~ ~ (5). 5.2.2 (1).

135 25~34 (2). 30 30

136 (3). 40 (4). 35~39

137 5.3 (1) (2) (3)

138

(1) 86 198-233 86 39 76 55-56 89 73-79 & 90 51-54 90 91 (2) 87 66-68 91 82 vs 36-39 139

84 4-8 90 2001 84 7-8 84 29-53 87 16-19 892000 78 92 88 3 91 263 84 10-11 83 52231-46 140

1990 15-29 88 39-42 90 28 (3) 93 100 100 92)Making the list A Cultural History of the American BestsellerMichael Korda 91Book Commissioning and AcquisitionGill Davis 52 84Mass Media Research An Introduction Wimmer, Roger & Dominick, Joseph (1991) (4) 88 141

142 89 91 91 91 89 88 86 1983-1997 84 91

143 91 77 91 86 91 90 89 91

144 91 91 90 91 88 91 5 http://lib.ncl.edu.tw/isbn/index.htm http://fembooks.com.tw/home.htm http://www.mdnkids.com/ebook/index/index.asp http://www.books.com.tw/

http://www.book4u.com.tw/ http://www.cwbook.com.tw/cw/t1.jsp http://www.silkbook.com/ http://www.ylib.com/ http://www.readingtimes.com.tw/ http://www.linkingbooks.com.tw/home/default.asp http://www.gvm.com.tw http://www.morningstar.com.tw http://www.elitebooks.com.tw/it-deluxe/ (1) Belk, Russell W. (1975), Situational Variables and Consumer Behavior, Journal of Consumer Research, Vol.2, p.157. Blackwell, D. R., Miniard P. W. and Engel J. F. (2001), consumer behavior,9 th ed., Harcourt, Inc. Engel, J.F., Blackwell, R. D.Miniard, P.W. (1993), Consumer Behavior, 7th edition, The Dryden Press. p.53 Hahha, N. and Wozniak, R.(2001),Consumer Behavior,1th, Prentice-Hall, Inc. 145

Plummer, J. (1974), The Concept and Application of lifestyle Segmentation, Journal of Marketing, Vol.38, P.34. Howard, J. A. (1994), Buyer behavior in marketing strategy. New Jersey: Prentice-Hall, p.35. Jeffrey, F. Dugree et al.(1996), Observations: Translating Values into Product Wants, Journal of Advertising Research, vol.36, p.93. Kotler, P.(1997), Marketing Management: Analysis, Planning,Implement and Control,9 th edition,prentice-hall,p.172. Richins, Marsha L. and Bloch Peter H, (1986), After the New Wears Off: The Temporal Contex of Product Involvement, Journal of Consumer Research, Vol.13, pp.280-285. Schiffman, L. G. and Kanuk, L. L. (2000), Consumer Behavior 7 th, Prentice Hall, Inc. Zaichkowsky, J.L.,(1985), Measuring the Involvement Construct, Journal of Consumer Research, Vol.12,pp.341-352. Zaichkowsky, J.L.,(1994), The Personal Involvement Inventory: Reduction, Revision and Application to Advertising, Journal of Advertising, Vol.23, No.4, p.70. 146

: :! *( ) : : : jepensetoi@ms93.url.com.tw : 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 147

12. 13. 14. : 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 148

: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. : 1. 2. 3. 4. 5. 6. 7. 8. 9. 149

10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. : 1. (1) (2) 2. 3. (1)15~19 (2)20~24 (3)25~29 (4)30~34 (5)35~39 (6)40~44 (7)45~49 (8)50 4. (1) (2) 5. 150

(1)() (2) () (3) (4) (5) 6. (1) (2) (3) (4) (5)(6) (7)(8) (9) (12)(13) 7. (10) (11)SOHO (1)1 (2)1~3 (3)3~6 (4)6~9 (5)9~12 (6)12 8. (1) (2) ~ (3) ~ (4) ~ (5) ~(6) 9. (1) ~ (2) (3) (4) (5) (6) (7) 10. (1) (2) (3) (4) ( ) (5) (6) 11. 2003 (1) 200 (2) 201~600 (3)601~1,000 (4) 1,001~1,500 (5)1,501~2,000 (6)2,000 12. 2003 (1) 1 (2) 1~3 (3) 4~6 (4) 7~10 (5) 10 ******* ****** 151

: 55 1 12 23 34 LA 45 Story Book 2 13 24 35 46 3 14 25 36 47 4 15 26 37 48 (6) 5 16 27 38 8 49 6 17 28 39 50 7 18 29 40 B11 51 152

8 19 30 41 52 9 20 31 42 53 5-1 21 32 43 54 0 1 22 33 44 55 1 5 3 40 1 11 72 21 What 31 Management Is 2 12 22 32 3 13 23.YOGA 33 : 153

4 14 24 34 40 20 5 15 25 2004 35 Comic Book(1) 6 16 26 Makiyo 36 7 17 27 21 37 8 18 28 38 9 19 29 39 10 20 30 40 20001 : 2003 1. 2. 3. 4. 154

5. 6. 7. 8. 9. 10. 11. 6 12. 13. 14. 15. 16. 17. 18. 19. 20.C 21. 22. 23. 24. 25. 26. 27. & 28. 155

29.101 2002 11 25 30. 31. 32. 33. 34. IBM 35. 36. 7-ELEVEN - 37. 38.10 ICRT 39. 40. 41. 42. 43. 44. 45. 46. 47.150 48. 55 49. 55 50.Q 51. 156

52. 53.10 101 54. 55. A 56. 57. 58. 59. 60. 61. 62. 63.DNA 14 64. 65. 66. 67.DR.TATIANA 68. 69. 70. 71. 72. 73. 74. 157

75. 76. 77. 78. 79. 80. 81. 82. 83. 84. 12 85. 86. 20 87. 158

159