The purpose of this study was to compare the factors affecting mother’s satisfaction, word-of-mouth, and repurchase intention for the complete collection and monography picture books. Questionnaires from 323 5-year-olds' mothers in Seoul and Kyunggi province were analysed. The findings are as follows. Firstly, mother’s product involvement and dual readership, and child’s preference for picture books were common effective factors to improve mother’s satisfaction, word-of-mouth, and repurchase intention. Secondly, reflection of child's opinions explained mother’s satisfaction, word-of-mouth, and repurchase intention only for the monography, not for the complete collection. Thirdly, mother’s product involvement had a direct effect on the repurchase intention of monography, while mother’s subjective knowledge was more important for the repurchase intention of the complete collection.