行動裝置出現後,大幅改變閱聽人過去必須待在電視機前定點收看新聞的習性,也影響閱聽人觀看報紙媒體新聞的習慣。不論是在台灣或是大陸,閱聽人使用行動裝置接收新聞的頻率已越來越高。 過去研究發現新聞自由程度可以預測行動新聞使用,因而本研究運用期望價值理論,探討兩岸閱聽人在不同新聞自由環境下的滿足尋求、滿足獲得及使用行為之異同。除探討兩岸新聞自由程度的差異外,同時歸納六個行動新聞之特性並整理出七種行動新聞之接收管道。 本研究採用問卷調查法,在兩岸分別發放網路問卷,台灣一共回收259份有效問卷,大陸則回收260份有效問卷,透過SPSS20.0與AMOS18.0統計軟體進行信效度檢定、因素分析、卡方分析、T檢定及結構方程式分析。 研究結果發現 (1)期望價值理論可用於不同地區閱聽人使用行動新聞之研究 (2)不同新聞自由程度會影響閱聽人在接收管道、領域、使用行動新聞之時間、滿足尋求、滿足獲得及使用行為上皆有所差異 (3)行動裝置已成為兩岸閱聽人主要接收新聞的管道 (4)不同接收管道可預測不同使用行為及使用時間 本研究結果可提供未來欲研究行動裝置接收新聞之研究者、媒體實務界作為未來發展行動新聞之參考。
Mobile Devices have drastically changed the habit of audiences watching news in front of a TV set as well as reading news via newspaper. No matter it is in Taiwan or China, the frequency of audiences receiving news with mobile news is becoming higher than before. Past studies found out that the level of news freedom can be used to predict the use of mobile news. Therefore, this study takes advantage of the expectancy-value theory to investigate into audiences in Taiwan and China, the two countries of different level of news freedom, for their gratifications sought, gratifications obtained and differences in their interaction with mobile news. Besides discussing the differences of news freedom between Taiwan and China, this study also concludes six characteristics of mobile news and sorts out seven means that audiences use to receive mobile news. For the purposes of data collection, questionnaires were distributed on the Internet in Taiwan and China, which yields 259 and 260 valid samples respectively. The questionnaires are analyzed with SPSS20.0 and AMOS18.0 to test the data reliability and validity, and are further examined with descriptive statistics, factor analysis, chi-square, t-test and structural equation model. This study concludes the following: (1) the expectancy-value theory can be Applied to studies on utilization of mobile news by audiences in different areas; (2) the level of news freedom will affect the receiving channel, areas, time spent on mobile news, gratifications sought, gratifications obtained and interaction with the mobile news of the audiences; (3) mobile devices have become the main channel to receive news in both Taiwan and China; and (4) different receiving channels can be used to predict different behaviors and time spent on mobile news. The result of this study could shed some light for fellow researchers who wish to study on the subject of news reception via mobile devices, or for media practitioners who wants to improve mobile news.
為了持續優化網站功能與使用者體驗,本網站將Cookies分析技術用於網站營運、分析和個人化服務之目的。
若您繼續瀏覽本網站,即表示您同意本網站使用Cookies。