新聞閱聽人之生活型態與大眾傳播媒體關係之研究

在資訊流通迅速的這個時代，負責傳遞新聞訊息的媒介有很多。閱聽人透過報紙、廣播、電視、網路等不同媒體的報導來獲取他們所想得到的新聞內容；而每個人的性格、生活習慣與興趣皆有所不同，都有可能會影響他們選擇不同的媒體。因此，本研究想了解新聞閱聽人的生活形態對於新聞傳播媒體的閱聽動機以及其內容的選擇有何關聯性。依據研究目的，本研究利用因素分析與迴歸分析作為分析方法，並針對台北縣市的閱聽人進行問卷調查。研究結果得知，閱聽人對媒體的閱聽動機以及新聞的內容偏好會因各閱聽人生活型態類型的不同有異。藉此各媒體從業人員可藉由市場區隔與分眾行銷的概念，提供不同區隔的閱聽人所適合的新聞內容類別，以增加新聞的散佈性與被閱聽率。

關鍵字

生活型態；大眾傳播媒體；報紙；廣播；電視；網路

並列摘要

In this age, there are great deal of media communicating news. The audiences are able to get the news they want through newspaper, radio, TV, and network. However, everyone’s personalities and habits are different, these factors may affect audiences to choose different media. Therefore, the purpose of this study is to understand the relationship between news audiences’ life style and mass communication media. Depending on the purpose, this study tries to investigate the audiences living in Taipei county by questionnaire survey, using factor analysis and regression analysis to analysis the data. It concluded that the audiences’ life styles have great effect upon audiences’ motion of using the media and the kind of news they are willing and interested to know, meaning that the choice of the audiences differ on the basis of their life styles. According to the result of this study, it suggests that the press are able to use the market segmentation as the marketing strategy, providing the suitable news to each group with the view to increasing the popularity of the news.

並列關鍵字

Life style ； Mass communication media ； Newspaper ； Radio ； TV ； Network

參考文獻

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國際替代計量

新聞閱聽人之生活型態與大眾傳播媒體關係之研究

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