Analysis Of The Influencing Factors On The Market Demand Of Children's Picture Books In China

Over the past decade,with the constant changes in China's population structure,the first generation of only-child in our country,the post-80 s generation,or even some of the post-90 s generation,has become parents.This group grew up in the period of rapid development after China's reform and opening up.They are often well educated and easy to accept new things.They are more willing to invest in the training of the next generation,both economically and energetically.Therefore,children's books,especially children's picture books,have developed rapidly.Children's picture books have become the first book of many Chinese children.Many kindergartens and early education institutions also use picture books as teaching materials.More and more parents begin to understand,familiarize and buy children's picture books.Picture books have become the fastest growing segment of the book retail market.The question to be studied in this paper is to find out the factors that affect parents' willingness and behavior to buy children's picture books.Specifically,why do parents choose children's picture books? What kind of parents have stronger demand for children's picture books?Does children and families have influence in the decision-making of picture book purchase?What factors do parents consider when choosing different picture books?In order to solve these problems,this paper mainly adopts the method of questionnaire survey to construct the factors influencing children's willingness and behavior to buy picture books from three aspects: product factors,personal factors and family factors.From these three dimensions,we can extract the factors that may have an impact on parents' willingness and behavior to buy picture books,including the educational value,quality value,social value,affective value,family fashion quality awareness,economic consumption awareness,family life awareness,children's education awareness,children's attitude to picture books,parents' education level,family income level,these 11 possible influencing factors,make assumptions,and then through the analysis of the data collected by thequestionnaire,find out the relationship between the various variables,the final conclusion shows that: As far as purchase intention is concerned,children's attitudes have the greatest influence,followed by family's educational awareness of children,and the quality value of children's picture books in consumers' minds.As far as purchase behavior is concerned,besides being greatly influenced by purchase intention,parents' educational level and family income level have significant positive effects on purchase behavior,and family's economic consumption awareness has a significant negative impact on purchase behavior.Not only that,this study classifies parent groups based on family life style variables,and finds out the differences between each group in the process of purchasing children's picture books.Through analysis,it is found that although the "fashionable family" is the main force of purchasing children's picture books at present,these groups have obvious tendency to purchase imported picture books,in order to promote the original picture books in China,we must attract the people who have no obvious tendency to buy foreign picture books in the two parts of "saving family" and "traditional busy family" and give a new plan for the promotion of original children's picture books in China.Generally speaking,the main innovation of this paper is to explain the family decision-making behavior of purchasing children's picture books from the perspective of consumer behavior,combining product consumer value and family life style theory.It not only pays attention to children's picture books as a sub-area of children's books by means of questionnaire survey,but also takes into account both product and family factors.