도서 소비자의 인구통계학적 특성별 독서동기에 관한 연구

Abstract

The purpose of this research was to examine book-reading motivations shown in relation to book purchasers’ SES(socio. economic, status) characteristics. The analyses showed that book-reading motivations could vary depending upon book purchasers’ SES variables. First, gender difference was significant. Compare to male buyers, female counterparts were more oriented to such motivations as ‘fun­seeking’, ‘emotional achievement’, ‘stress release’, and ‘self­realization’. They were more motivated than male counterparts to the satisfaction of ‘habitual reading desire’. Second, age was critical. The aged buyers had such motivations as ‘information(knowledge) seeking’, ‘emotional achievement’, ‘stress release’ and others. On the other hand, the young buyers showed strong motivations related with ‘fun­seeking’. Third, eduction was important. People having higher education showed such motivations as ‘information(knowledge) seeking’, ‘stress release’, and ‘habitual reading desire’. Compared to them, people having lower education showed strong motivations related with ‘fun­seeking’. Fourth, income level was important variable. People with higher income had such motivations as ‘emotional achievement’, ‘stress release’, and ‘self­realization’. Finally, occupation was influential. students had strong motivations related with ‘fun­seeking’. Small business owners showed such motivations as ‘stress release’, ‘self­realization’ and others. On the other hand, house keepers were related with such motivations as ‘emotional achievement’, ‘leisure activities’ and ‘habitual reading desire’.