電子報讀者之動機分析 研究生:羅美玲 指導教授:王小惠ヮ博士 王婷玉ヮ博士 王嵩音ヮ博士 元智大學資訊研究所 摘ヮヮ要 本研究主要目的在於描繪電子報的讀者之人口特徵、使用行為,並且探討讀者使用電子報的動機為何?此外,本研究也想進一步了解人口學變項或使用者的使用行為是否會影響讀者的使用動機,以及電子報的讀者使用電子報後,其使用傳統媒介的時間有沒有增減? 本研究的研究對象是電子報的讀者,因此採取全球資訊網調查法收集資料,問卷調查中分為三大項資料,第一是調查電子報的媒介使用行為,其次是要求讀者填寫其使用電子報的動機,最後則是電子報讀者的基本資料。在問卷調查期間共收集了550份有效問卷。 研究結果發現,電子報的讀者以年齡在21-25歲的未婚年輕男性居多,雖然許多研究中,網路使用者的學歷有降低的趨勢,但本研究發現電子報讀者大都具有大專以上程度。在讀者的電子報使用行為方面,現今的電子報內容多取材於印刷報紙,因此讀者仍以閱讀新聞為主。電子報主力讀者每週使用的頻率並不高,而且他們最常使用的媒介是電視,由此看來電子報仍目前只是讀者的眾多訊息來源之一。 讀者使用電子報動機有四大項,分別為「網路特性」、「打發時間�逃避」、「社會互動」,以及「尋求資訊�省錢」。其中「網路特性」為讀者最主要的動機。這顯示出電子報有別於其他傳統媒介的特性,為吸引讀者使用的最主要因素。值得一提的是,男性的長時間使用者多於女性。使用時間越長及頻率越高的讀者,其因為電子報具有「網路特性」而使用的動機也越強。 電子報的出現會不會影響讀者傳統媒介的使用時間呢?本研究的結果發現,半數以上的讀者,認為他們接觸傳統媒介的時間,並沒有因為接觸了電子報而改變。不過,有近1/3的讀者認為使用了電子報之後,他們看報紙的時間減少;同時也有1/4強的讀者認為他們閱讀雜誌的時間有減少,這顯示電子報這個新興媒體正影響到讀者使用傳統媒介的時間。
The main purpose of this research is to illustrate the profile of the on-line news audience. This research also tries to figure out the media use behavior of the audience. Furthermore, the other purpose is to realize if the media use behavior or the audience profile affects the audience motive or not. Besides, we would like to know as a result of becoming on-line news users, whether the amount of time these users spend on traditional mass media is increased or decreased. The investigation is conducted via the Web. Because the on-line news readers are web users, we get the sample by World Wide Web survey. The investigation was conducted by electronic posting of the questionnaires in a homepage via the World Wide Web. The sample was comprised of 550 completed questionnaires. The conclusions of the survey are based upon the responses of the survey within these samples. The outcome of this research tells us that the participants of the survey with the most experience of reading on-line news tend to be single males in the 21 to 25 year old age group, and most of them are single male. Although the average education level of web users has been declining, participants are still quite highly educated. The contents of the on-line news are provided from their print counterpart. Reading news is main goal of audience. The time users spend reading the on-line news everyday is not as much as they spend on traditional mass media, and the most popular media for these on-line users is television. Principal component analysis identifies four motivations for reading on-line news: Web preference, passing time/escaping, social interaction, and gaining information/ saving money. Web preference is the most important factor, and this is the main reason which attracts an audience to use it. More than half of the participants report that the on-line news does not change the amount of time they spend on television, magazines, newspaper and radio. However, slightly less than one-third of them report that they spend less time reading news, and more than a quarter of them spend less time reading magazines.