中文摘要
本研究係以問卷調查法進行之探索型研究，旨在探討大學生對理想書籍出版印刷形式的看法如何。計有中國文化大學新聞傳播學院印刷傳播與大眾傳播學系學生，共131名同學參與接受調查。
研究之問卷除了人口變數與基本資料之調查外，共提出有四十項變數。先以因素分析法共萃取出十一項因素，分別是一、印刷品質因子，二、電子網路因子，三、價格質感因子，四、書衣扉頁因子，五、電子多功\能因子，六、內容份量因子，七、字體因子，八、色彩美觀因子，九、開本因子，十、環保因子，十一、接合因子。經因素分析後，本研究運用多元尺度（MDS）法，將各變數置入多元尺度之空間中作圖，並將十一因素與印刷品質及電子網路因子中之各變數分別置入作圖，以空間之距離呈現變數間之接近性（Proximities）或稱類似性(Similarities)。
研究之結果發現是否主修印刷對理想書籍印刷出版形式之看法並無顯著不同，但性別差異對理想書籍出版形式之期望，則有顯著之不同。性別差異在電子網路因子，與電子多功\能因子之因素分數上有顯著差異。就個別變數而言，除了女性對字體之順眼與否較男生介意外，男生對書本是否有書衣，圖片篇幅應多於文字，內頁有襯底花紋，彩色或多色較黑白印刷為佳，雪面銅板紙較亮光銅板紙效果好之同意程度均顯著高於女性。此外在電子書出版的相關議題上，男性也較會考慮買紙本書時，是否有放置空間的問題，也較傾向相同之內容若有網路版或CD-ROM版本，可以不買紙本書，同時也較同意未來紙本書會被電子書所取代。
英文摘要
Although consumer is the king of this era, many consumers ’ needs are not considered yet. In traditional printing and publishing processes, the author or the publisher pick up the content they think is good for publishing, then authorize a layout designer to format a book for them. After the design works, a book printer and binder will be assigned to reproduce the book in mass quantity, then distribute the finished books to the venders along the wholesale and retail chain of the publisher ’s. The upstream workers seldom understand what are the customers ’ comments about the physical book format.
The study explored the affective factors of "Ideal book publishing formats" from college students ’ point of views. On the process of searching for an Ideal Book Evaluating Index, a survey was conducted at the Chinese Culture University toward 131 Graphic Arts and Mass Communication major students. Several meaningful conclusions had been derived with statistical evidences. Eleven factors were extracted from the 40 variables by the principle component analysis. A series of t-test were performed, and found no significant difference between major and non-major students while male and female students have significant differences. The differences exist among 1. typography, 2. book-jacket availability, 3. image/text ratio, 4. underground pattern, 5. color printing, 6. mono, due-tone, or tri-tone printing formats, 7. matt coated paper vs. glossy coated paper effect, 8. CD-ROM file, 9. web version availability, 10. CD-ROM version availability, 11. book storage space concern, and 12. paper-type book will be replaced by e-type book prediction variables. In order to explore the similarities(or proximities) of the variables spatially , a series of MDS were performed to plot the Euclidean distance among various variables according to their proximities. The research also found out that female students are more concern about the importance of typography issue, while male students are more serious to consider another 10 different issues.
Finally, this study concluded that more detailed questions with larger sample size should be surveyed to clarify the casual relations between book consumers’ behavior and their satisfactions. Furthermore, there is a need to develop a "Customer Satisfaction Evaluating Model" specifically for Publishing and Printing Business.