earticle

영어

The purpose of this study was to find he characteristic differences shown by two age groups, 20-30 and 40-50, in terms of their reading motivations and book purchasing behaviors. The empirical analyses showed that there were statistically significant differences between the two groups. First, reading motivations were different. The age group of 2030 read books to satisfy the “fun-seeking” motivation. On the other hand, the age group of 4050 read books to satisfy such motivations as “information collection”, “emotional stability”, “self-realization”, “following habit” and the like. Second, the book genres they preferred were different. The 20-30 age group favored “educational materials”, while their counterparts more liked “liberal arts” than any other genre. Third, the purposes of their book purchasing were also different. The younger age group bought the books with such diversified purposes as “social network building”, “information collecting”, “catching-up new trend”, and “satisfying curiosity”. Meanwhile, the 40-50 age group purchased books without any specific purpose. They engaged in the impromptu purchase when encountering books in the store. Fourth, the places where they bought books were different. The 40-50 age group depended more on “second-hand stores” .Finally, the sources where book-related information was collected were different. The 2030 age group obtained information by depending upon on-line and personal network. On the other hand, the 4050 age group obtained information by using off-line measures and reading campaigns.

한국어

본 연구의 목적은 20-30대와 40-50대의 도서소비자의 독서 동기 및 구매행태의 특성과 차이를 실증적으로 규명하는 데 있다. 분석결과 20-30대와 40-50대의 독서 동기 및 구매행태가 일부 요인에서 차이가 있음을 발견하 였다. 먼저 20-30대는 ‘오락 추구’ 동기를 가진 반면 40-50대는 ‘정보수집’, ‘정서적 안정’, ‘자아실현’, ‘습관성’ 등의 동기를 보유하였다. 20-30대는 ‘교육서’를 읽기를 선호하였던 것에 비해서 4050대는 ‘인문교양서’ 읽기를 선호하였다. 2030대는 다양한 목적을 가지고 도서를 구매한 것에 비해서(‘사회적 관계’, ‘정보수집’, ‘사회변화적 응’, ‘호기심 충족’) 4050대는 단순한 목적, 즉 서점에서 눈에 띄는 책을 즉흥적으로 구매하는 것으로 나타났다. 20-30대에 비해서 40-50대가 ‘중고서점’을 더 이용했다. 구매과정에서 활용하는 정보 채널과 관련해서, 2030대 는 온라인 및 대인 매체를 활용한 것에 비해서 40-50대는 오프라인 매체 및 독서캠페인 등을 더 활용하였다.