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博碩士論文 etd-0023118-155614 詳細資訊
Title page for etd-0023118-155614
論文名稱
Title
書籍與介面資訊之變數對於書籍上榜的影響:以博客來網路書店為例
An empirical analysis on determinants of demand for best sellers: “Books” online book store
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
61
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2017-07-03
繳交日期
Date of Submission
2018-01-23
關鍵字
Keywords
書籍定價、網路書店、羅吉斯迴歸、出版產業、介面資訊
online book store, logistic regression, publishing industry, book price, book information on user interface
統計
Statistics
本論文已被瀏覽 5791 次,被下載 7
The thesis/dissertation has been browsed 5791 times, has been downloaded 7 times.
中文摘要
在實體書店的表現不斷地衰退下,網路書店漸漸成為消費者主要的消費渠道;不過在網路購買書籍卻無法直接接觸到實物,因此對於出版社來說,如何在有限的網路介面上呈現書籍資訊,變成一個重要的問題。因此本研究參照過去文獻,並著重於書籍名字長度、是否為翻譯書、內容簡介字數及重點推薦字數,另外本研究也將探討影響書籍定價之決定因素為何。
  本研究以博客來網路書店為研究主體,透過分層隨機抽樣的方式,按照博客來各書籍分類的比例抽出1831本書籍,並利用羅吉斯迴歸分析之,探討網路介面資訊與書籍相關資訊,對於書籍上榜與否的影響。研究主要發現書名的長短與內容簡介多寡對於書籍上榜沒有顯著影響;翻譯書籍及介面較多重點推薦字之書籍較容易上榜。另外,在介面資訊中,若是書籍有翻拍電影,或改編遊戲也較容易上榜;還有得過國內獎項的書籍,以及越多台灣名人推薦的書籍,皆對於書籍上榜有正面且顯著的影響;有作者簡介能提高書籍上榜率,有無目錄與書序的多寡則對於書籍上榜沒有顯著影響。
  本研究也將作者簡介與內容簡介,和作者知名度做交互作用,發現在作者知名度高的情況下,作者簡介是不必要的資訊;另外,內容簡介並非對於上榜率沒有影響,而是透過作者知名度影響書籍上榜,最終結果為內容簡介的字數不宜太多。最後,影響書籍定價的決定因素,確實皆與成本因素相關。
Abstract
The study empirically investigates the factors, including book-specific characteristics and book information on user interface, affecting demand for best-selling books, and the determinants of book price. By using random sampling approach, 1831 books were selected from “Books” online book store; we used logistic regression to analyze these data. The results show that foreign books and more words for recommendation tend to be best sellers; in addition, the results also indicate the books that were made into movies or games, winning the literally prize, and more Taiwanese celebrities recommendation have positive and significant effect on the probability of being the best sellers. We also found that famous author without introduction on interface have higher probability as best sellers. Though the words for book introduction is not significant in the model, its interaction with online search times of the author is significant. Moreover, we found that cost of books is the major factor influencing price.
目次 Table of Contents
論文審定書 i
誌謝 ii
摘要 iii
1. 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 4
2. 文獻回顧 5
2.1 書籍出版產業 5
2.2 排行榜之影響 8
2.3 書籍相關重要變數 10
2.4 介面資訊 14
2.5 其他影響銷售之變數 16
3. 研究方法 19
3.1 資料來源 19
3.2 分析工具 34
4. 研究結果 35
4.1 敘述統計 35
4.2 書籍上榜率影響因素 37
4.3 書籍上榜率影響因素(交互作用) 42
4.4 價格決定因素 46
5. 結論與建議 49
5.1 研究結論與意涵 49
5.2 研究建議與未來方向 51
參考文獻 52
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