閱聽人世代與情境變數對於新聞接收載具偏好之影響

Acceptance Analysis of Media Devices when Watching News: Audience's Generation and Situation as Influence Factors

邱慧仙(Hui-Hsien Chiu) ； 蔡念中(Niann-Chung Tsai)

《玄奘資訊傳播學報》 9期 (2012/07) Pp. 23-44

https://doi.org/10.29594/XLZY.201207.0002

摘要

隨著媒體科技的一波波型式革命，新聞資訊的使用與接收方式日趨多樣；而數位化與匯流使得各式固定及行動媒體使得所處情境同樣影響著新聞載具使用。本研究以「世代」概念取代傳統人口統計變項，並加入情境因素，探討閱聽人之新聞載具接受情況。資料蒐集採網路問卷，有效回收3,789份。分析發現，網路世代最不偏好以電視看新聞，但較習於以桌上型電腦看新聞。而總體來說當閱聽人處於家中環境時，電視仍獲得最高接受度：手機於公共運輸上最受青睞，戶外定點之新聞獲取則以平板電腦出線。此外，前電腦世代對於在家中客廳使用平板電腦看新聞之接受度偏高。匯流時代同樣內容得以流通於各種載具，媒體之分眾行銷概念將更顯重要。

關鍵字

世代 ； 情境 ； 載具 ； 新聞

並列摘要

People have been enthusiastic about news information thus choosing various means or device to receive it. With waves of media technology revolution, there are more ways of its usage and acceptability. Based on generation and situation's substantial impacts on media usage and exploration of various generations' acceptance of news usage and device, the 3789 valid on-line survey subjects concluded as follows: The youngest Internet generation (born after 1988) prefers PC to TV. And generally speaking, TV is still the most acceptable device in the house (living room and bedroom); cell phone is considered the most appropriate device to watch news when on the public transportation; Tablet PC is suitable for outdoor specific locations. Moreover, the oldest pre-computer generation (born before 1974) is much more willing to watch news via Tablet PC in the living room.

並列關鍵字

generation ； situation ； device ； news