香港免費報對付費報的替代與時間取代效果：長期追蹤調查研究

Substitution and Time Displacement Effects of Free Newspapers on Paid Newspapers in Hong Kong: A Longitudinal Study

蘇鑰機(So, Clement Y. K.) ； 羅文輝(Lo, Ven-Hwei) ； 紀盈如(Ji, Yingru)

《傳播研究與實踐》 9卷1期 (2019/01) Pp. 105-130

https://doi.org/10.6123/JCRP.2019.01_9(1).0004

摘要

本研究的主要目的在探討香港免費報對付費報的替代效果與時間取代效果。本研究在2005年至2016年間共進行五次電話調查。這五次調查均採用隨機抽樣，選取18歲以上的香港居民進行訪問。本研究發現，在2005年至2016年間，香港民眾閱讀免費報的人數比例與閱讀時間持續上升。相對而言，閱讀付費報的人數比例與閱讀時間則持續下滑。為了驗證免費報對付費報的替代效果與時間取代效果，我們進行取代效果檢驗與迴歸分析。分析結果顯示，免費報對付費報具有顯著的替代效果與時間取代效果，受訪民眾閱讀免費報後，不僅購買付費報的頻率降低，連閱讀付費報的時間也顯著減少。這些研究發現顯示香港免費報對付費報具有長期、直接的替代效果與時間取代效果。

關鍵字

免費報 ； 付費報 ； 替代效果 ； 時間取代效果

並列摘要

This study examined the substitution and time displacement effects of free newspapers on paid newspapers in Hong Kong. Based on five telephone surveys conducted in 2005, 2008, 2010, 2013 and 2016, it was found that between 2005 and 2016, the readership of free newspapers in Hong Kong increased steadily at the expense of that of paid newspapers. The study results showed that in 2016 respondents spent more days per week and more time per day reading free newspapers relative to paid newspapers, representing a reversal from a decade earlier, when respondents spent more time reading paid newspapers than free ones. The results of the analyses also showed that free newspaper exposure was a significant predictor of both the frequency of buying paid newspapers and of time spent reading paid newspapers. These findings indicate that higher exposure to free newspapers leads to greater substitution and time displacement effects of free newspapers on paid newspapers.

並列關鍵字

free newspaper ； paid newspaper ； substitution effect ； time displacement effect

參考文獻

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