Abstract
The purpose of this study is to propose a publication marketing strategy by empirically identifying the difference in reading motivation, reading genre, information medium for book purchase, and reading amount by medium according to MBTI type as a socio-psychological characteristic of Generation Z. To this end, university students representing Generation Z were selected as research subjects, an online survey was conducted, and a total of 183 responses were analyzed. Analysis results, reading motivation(pursuit of information and knowledge, pursuit of fun, emotional cultivation, self-realization and self-development, habit, use of leisure time, SNS reading certification, influencer recommendation), reading genre(education books, liberal arts books, practical books, academic books), information media for book purchase (TV, newspaper, book magazine, Internet, YouTube and SNS contents, reading community or publisher homepage, book review, reading campaign and bookstore visit), MBTI in paper book reading volume by media found a difference. The significance of this study is to provide theoretical and practical implications by presenting the role of MBTI in understanding the reading behavior of Generation Z.
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