- 學位論文
數位匯流下新聞閱讀行為之探究–以網路新聞為例
News Readers’ Reading Behavior in the Era of Digital Convergence – A Case of Online News Reading
摘要
本研究主要在探討數位匯流下網路新聞閱讀者的行為。 本研究以Rogers（1995）創新擴散理論為基礎，並參考Rijsdijk & Hultink（2009）修訂之創新採用屬性（innovation attributes）─「相對優勢（relative advantage）」、「相容性（compatibility）」、「可觀察性（observability）」、「複雜性（complexity）」、「知覺風險性（perceived risk）」，並以Shih & Venkatesh（2004）「使用擴散（UD）」為調節變數，探討網路新聞的閱讀者行為，以及對其使用意圖的影響。本研究目的： 1. 探討影響閱聽眾觀看網路新聞的動機因素。 2. 探討影響閱聽眾觀看網路新聞的動機因素對行為意圖的影響。 3. 探討使用擴散（閱讀頻率、閱讀多樣性）對於觀看網路新聞的動機因素對行為意圖之影響的調節效果。 本研究採用問卷調查法，針對台灣地區網路新聞讀者進行調查，使用「多元迴歸」分析（Multiple regression analysis）確認假說模型。透過本研究結果，確認吸引新聞讀者閱讀網路新聞的主要動機因素為「相對優勢」、「相容性」、「複雜性」、「可觀察性」及「知覺風險」；而依據本研究結果顯示，「相對優勢」、「相容性」、「複雜性」、「可觀察性」及「知覺風險」等五大屬性對於「採用意圖」的影響除了「知覺風險」外皆達到顯著水準；「使用擴散」對「使用意圖」的調節效果，則有對「可觀察性」的調節效果達到顯著水準。故，因應數位潮流的衝擊，對目前階段的新聞網站經營者而言，如何透過創新採用屬性的內涵，提供真正符合網路新聞讀者的需求，以提高閱聽眾對網路新聞的使用意願和留住使用者，是值得網站經營者深思的議題。而本研究之結果正可提供經營者，作為對瞭解網路新聞閱讀行為及擬定網站服務經營策略時重要的参考依據。
並列摘要
The purpose of this study is focused on online news readers’ reading behavior in the era of digital convergence. This study is based on Rogers’(1995) diffusion of innovation theory, and refer to Rijsdijk & Hultink’ (2009) five amended perceived innovation attributes─ " relative advantage", "compatibility", "observability "," complexity ", and " perceived risk " as independent variables, using Shih & Venkatesh (2004)" using-diffusion (UD) " as a moderating variable to explore the impact of its intended use on the Internet news reading. The purposes of this study are: (1) To explore the primary motivation factors of reading online news. (2) To explore the effect between five innovation attributes and the intention of using online news (3) To explore the moderation of the five innovation attributes on using intention were moderated by UD (frequency and variety). The data for this study were obtained by questionnaires and using multiple regression analysis to confirm the hypothesis model. Through the results of this study, we confirmed the primary motivation factors of reading online news are "comparative advantage", "compatibility", "complexity", "observability" and "perceived risk". The results of this study also showed that the "comparative advantage", "compatibility", "complex" and "observability" will affect the "use of intention". The moderation effect of UD, only observability achieved through moderation. Regarding these results, the finding could enable news website to understand more reading behaviors of online news readers and suggesting managers to develop better service and business strategy which could meet the need of online news readers