生活型態與媒體使用習慣的關係─以上海消費者為例 研究生:黃文杰 指導教授:沈永正博士 元智大學 管理研究所 中文摘要 本研究的重點在於探究生活型態與消費者的媒體使用習慣的關聯性,選擇以上海地區為研究範圍,最主要是大陸改革開放以來,經濟水準提高,民眾的生活型態也有了改變,連媒體的經營者,也受到大陸加入WTO影響,開始朝向市場經濟發展,彼此是否受影響,衍生出本研究主要架構。 本研究是採隨機抽樣的方法,針對上海地區共完成500份問卷的人員親身訪問。研究發現,有四種不同生活型態,包括愛炫耀的「孔雀」、不敢叛逆的「狗」、自我為中心的「驢子」以及價格敏感的「蜜蜂」,對於電視、報紙、廣播、雜誌及網路使用中,最喜愛的節目類型各有關聯性,好比電視的文藝節目有顯著性差異,四種生活型態中以「孔雀」最高,說明愛炫耀的「孔雀」對文藝節目最喜愛,至於電視中的體育節目,「狗」有顯著性差異等。 此外,藉著上海主要的報紙種類,了解不同生活型態最喜愛的報紙,是否有顯著性差異,讓本研究更具有實務性,結果發現每家報紙吸引不同生活型態的人喜愛,當中包括不同性別及年齡層也有不同差異。 人口變數及生活型態確能對消費者的媒體使用習慣加以描述,媒體經營者也可藉由對人口特性及生活型態的了解,更精確地採取有效的行銷策略,以節省成本、擴大市場。此也是本研究希望的貢獻之處。
The Connection Between Living Style and Media Material Selection — A study conducted on habitant in Shanghai City TV, newspaper, radio, magazine, and Internet web page are the major medias in our daily life. This research mainly focuses on the connection between media material selection and customer’s living style, conducted on habitants in Shanghai, the fastest developing city in Mainland China, that has been experiencing rapid transition resulted from economical growth in the past decade. This research basically adopts questionnaire survey by random sampling of 500 interviewed persons whose living styles, in the research, are generally classified into four major types; (1). Peacock who likes showing off, (2). Dog who follows masters, (3). Donkey who acts in his own way, and (4). Bee that is sensible to changes on prices. Thru analysis, media material selection indeed varies significantly among four types of users. For example, on TV program, peacock likes literatures & arts, while dog likes sport programs best. It also reveals that readers of newspaper also vary significantly among living style, age, and gender. With above findings this research provides a general picture of consumer living style, and major demographic characteristics towards different types of media material, which can serve as valuable reference for media owners in developing their business effectively and efficiently.