문학서 도서구매 결정요인과 만족도에 관한 연구

A Study on the Factors influencing Book Purchases in the Field of Liberal Art

본 연구는 문학서 도서구매의 결정요인과 구매자의 만족도를 분석했다. 연구결과 문학서 구매자들의 구매 결정에 영향을 미친 요인은 자기만족, 내용의 유용성, 작가명성, 서평, 독서캠페인 등이었다. 또한 도서구매 만족에 영향을 미치는 요인은 재미, 자기만족, 내용의 유용성, 베스트셀러 등이었다. 독서캠페인, 시중서점을 방문하는 행동 등은 도서구매자의 구매 결정을 높이는 요인으로 나타났다. 또한 도서구매자의 만족도를 높이는 정보채널은 인터넷활용, 서점방문 등이었다. 문학서 도서구매자들의 구매 결정에 영향을 미치는 요인을 파악하고 정보이용 행태 분석은 출판사의 유용한 도서판매전략 및 독자를 위한 양질의 서비스와 콘텐츠개발의 전략을 구축할 수 있는 계기가 될 수 있다.

The purpose of this study was two-fold: to examine the factors influencing book purchases when the readers buy liberal art books; to investigate the level of satisfaction shown by book buyers. The research used the data set collected by Publication Industry Promotion Agency of Korea in 2016. The analyses showed the followings. First, book purchases were positively influenced by such elements as content utilities, writers popularities, book reviews, and book-reading campaigns. The satisfaction levels of book purchases were determined by such factors as fun-making, self-contentment, utility, and best-seller enlistment. Second, book buyers took into account such factors as book-reading campaigns and visits to books stores when they were activated to buy liberal art books. Third, the satisfaction levels of book purchases were positively related with such factors as book-related information collected through internet and book-choices made through the visits to book stores. These findings could be used as a useful ground on which publishing companies would set up reasonable marketing strategies. In addition, they would help publishing companies provide high quality contents and services to book readers.