本研究之主要研究目的在探討臺灣地區教科書市場開放後，政府政策、教科書業者行銷活動與學校選用機制三者的運作與相互影響情形，主要包括1.瞭解國小教科書政策自由化之演變，並探究影響選用政策之因素；2.探討教科書業者之行銷活動，並剖析其影響；3.探究學校教科書選用專業化之情形，並分析影響選用專業化之因素；4.探究教科書選用滿意度，並分析影響選用滿意度之因素。

本研究採取問卷調查與深度訪談法進行研究，在問卷調查部分，樣本是以臺灣地區小學教科書評選委員為抽樣對象，有效樣本計910人，研究工具為「國民小學整體教科書選用方式調查表」及「國民小學教科書選用情形調查表」，所使用的統計方法包括皮爾森積差相關、獨立樣本t考驗、單因子變異數分析與多元迴歸分析等。訪談對象則立意選取政府、教科書業者與學校選用人員及家長共12人。

本研究的主要結果如下：

一、政府鬆綁教科書政策：1.教科書政策強烈影響教科書市場的規模；2.教科書市場的開放是教育改革的潮流加上教科書廠商的推波助瀾；3.政策上理念爭議的背後隱含商業利益的爭奪；4.教科書市場的開放是各利益團體交互影響的結果。

二、教科書業者積極行銷：1.對利益團體採取理念的結合；2.對選用委員最常使用的行銷手法為教具的提供；3.仍有少數教科書業者進行非法的行銷活動；4.市場集中化趨勢明顯；5.教科書廠商大量舉辦教師專業進修活動。

三、教科書選用現況分析：1.制度上，教科書的選用權逐漸下放；2.實際上，選用委員僅具備中低程度的選用自主性；3.使用者付費的觀念漸被接受；4.教科書選用趨向專業化；5.教科書內容評審不易；6.對教科書開放審定制持正面肯定。

四、教科書選用專業化之差異分析：

1.不同職務、年資、學歷之選用委員，其評選專業精神具有差異。

2.不同區域、學校規模，其評選自主性具有差異。

五、教科書選用滿意度之差異分析：

1.不同評選方式、採購單位、職務、年資，其評選滿意度具顯著差異。

2.不同評選方式、學校規模、職務、年資、學歷，其使用滿意度具有差異。

六、影響教科書選用專業化與滿意度之相關因素分析：

1.專業精神與評選自主性呈顯著負相關，其中自主性之「行銷因素」呈負相關，「專業因素」呈正相關；2.專業精神與評選滿意度、教科書使用滿意度皆呈高度正相關；3.自主性與評選滿意度、教科書使用滿意度呈顯著負相關，其中自主性之「行銷因素」呈負相關，「專業因素」呈正相關；4.評選滿意度與使用滿意度呈高度正相關。

七、教科書業者之行銷活動與教師在選用委員會中所佔的比例對評選自主性具有預測力，二者可以解釋評選自主性總變異量之7.5％。其中行銷活動屬負向的影響。

八、「評選專業精神」此一變項即可解釋「評選滿意度」總變異量之42.2％。

九、「評選滿意度」此一變項可解釋教科書「使用滿意度」總變異量之34.8％。

本研究依據上述研究結果，提出對教育主管機關、國民小學、師資培育機構、教科書業者與後續研究之建議。

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The purpose of this study is to investigate the operation and mutual interaction within “government policies”, “marketing of the textbook publishers”, and the “school selecting mechanism”.

The whole study therefore is tempting to understand the main topics as follows:

1. The liberalization policy development of the elementary textbook, and the related factors that influence the textbook selection.

2. The marketing strategy of the textbook publishers, and its influence.

3. The specialization state of school’s textbook adoption.

4. The level of the textbook adoption satisfaction, and the analysis of its influential factors.

Survey research and qualitative research are adopted in this research.　As regards to the former one, 910 elementary textbook selection committee members in Taiwan are chosen to be the subjects of the study.　Two questionnaires named “Elementary Textbook Selection Inventory” and “Elementary Textbook Selection State Inventory” are used to measure and collect the important opinions implied. Pearson product-moment correlation, t-test, one-way ANOVA, and Multivariate regression are used to analyze the data.　As for the latter one, 12 determined interviewees include governmental officers, textbook publishers, school’s textbook selection committee members, and parents.

The significant results of this study are listed as below:

1. Government’s textbook liberalization policies:

(1) The textbook policies strictly affect the textbook market size;

(2) The deregulation of the textbook market is the final product fostered by the current trend of educational reform, with also the push ahead by the publishers;

(3) The policy controversies imply business benefits fights behind;

(4) The openness of the textbook market is the result by the mutual interaction within the every stakeholder.

2. The positive marketing of the textbook publishers:

(1) To combine stakeholders with the same educational ideal;

(2) Providing the teaching aids to members is the marketing strategy used most.

(3) There is still few illegal marketing activities;

(4) The trend of market centralization is obvious;

(5) The publishers launch large number of teachers’ advanced programs.

3. The analysis of current textbook selection state:

(1) The controlling authority of the textbook selection is gradually empowered to the subordinate organization;

(2) Actually, the selection committee members only own lower level selection autonomy;

(3) The concept of user-pay is accepted gradually;

(4) The trend of textbook selection is steadily toward specialization;

(5) The judgement of the textbook content is tough;

(6) The screening system of textbook should be positively approved.

4. The difference analysis of the textbook adoption specialization:

(1) There are significant differences in selection professional spirit with the committee members with different duties, years at job, and education.

(2) There are significant differences in selection autonomy within different regions and schools sizes.

5. The difference analysis of the textbook adoption satisfaction:

(1) There are significant differences in selection satisfaction with different selection ways, purchasing units, duties, and years at job.

(2) There are significant differences in used-satisfaction with different selection ways, schools size, duties, years at job, and education.

6. The analysis of the related factors that affect the professionalization and satisfaction of the textbook adoption:

(1) Negative correlation is existed between professional spirit and selection autonomy.

(2) The professional spirit is highly positive correlation to the textbook selection satisfaction and used-satisfaction.

(3) "Selection autonomy" is negative correlation to the textbook selection satisfaction and used-satisfaction of them, “ the marketing factor” in “autonomy” is positively correlated.

(4) Highly positive correlation is existed between selection satisfaction and used-satisfaction.

7. "Marketing of the textbook publishers" and "proportion of teachers of the committee" are key factors to predict the selection autonomy.　Two combined could explain 7.5% variance of the selection autonomy.

8. "Selection professional spirit" could explain 42.2% variance of "selection satisfaction".

9. "Selection satisfaction" could explain 34.8% variance of "used-satisfaction".

Based on the findings above, several recommendations are proposed.