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題 名 | 閱讀心流經驗於出版行銷策略之研究=A Study of the Reading Flow Experiences on Publishing Marketing Strategy |
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作 者 | 蘇慧堅; 鍾燕宜; | 書刊名 | 出版與管理研究 |
卷 期 | 1:1 2004.12[民93.12] |
頁 次 | 頁79-132 |
分類號 | 487.7 |
關鍵詞 | 心流理論; 現象學; 閱讀心流經驗模式; 出版行銷策略; Flow theory; Phenomenology; Reading flow experiences model; Publishing marketing strategies; |
語 文 | 中文(Chinese) |
中文摘要 | 一本書為何會暢銷?到底是何種歷程催眠著讀者進入閱讀愉悅且著迷的情境中。本研究擬以心流理論為主軸,應用現象學派之閱讀理論,探討閱讀心流過程中的事前、經驗與結果三階段的意識狀態。以南部大學生為觀察樣本,發展閱讀心流經驗量表,並以結構方程模式法驗證。研究結果支持閱讀心流三階段模式之建構。驗證讀者在小說文本的閱讀活動中,心靈意識會受到文本召喚的互動與其他的相關因素的影響,蘊生內部深刻情感,不自覺地牽動意識進入心流。透過意識與文本融合的閱讀心流經驗過程中,樂趣成為心流經驗所輸出的酬賞,而此樂趣酬賞係重複閱讀的動力根源。依此研究結果,本文對出版業界提出若干行銷策略之建議。 |
英文摘要 | Why can a book be on top bestseller list? What reading procedure hypnotizes can a reader to get indulged in a pleasurable and fascinated phenomenon? The present study, based on the flow theory, sets out to apply method of phenomenology to construct a reading flow model and develop a new scale including three reading flow stages on antecedents, experience and effects. The purpose of this study is to investigate how a reader interacts in the world of a text, stems one’s deep feeling and emotion, and further, falls into the stage of reading flow. Results support the reading flow experiences model by SEM from college students in southern Taiwan sampling. Results indicate that reading flow experiences which controls challenges of reading activities and the feedback of capability interacting with text. Enjoyment is a reward of reading flow experience, and reading behaviors is motivated which comes from enjoyment. The results of this study can serve as a useful reference for publishers to develop marketing strategies as well as their editing work. |
本系統中英文摘要資訊取自各篇刊載內容。