- 期刊
網路小説市場對讀者閱讀態度之影響
The Influence of Online Novels Market on Readers' Reading Attitude
摘要
網路的應用無處不在的滲透於我們的生活，當移動網路發展成熟時，人們似乎更習慣透過網路搜尋進行碎片式閱讀。台灣是帶領網路小說流行的先驅，然而如今中國的網路小說市場發展蓬勃，台灣市場卻在倒退。根據調查讀者對網路小說的選擇、閱讀習慣與態度，網路小說平台能如何回應讀者需求作出改進？本研究透過問卷調查法以方便取樣的方式針對18－28歲年青網路小說讀者發放，共回收有效問卷110份，並以資料分析軟件SPSS Statistics 25進行統計，並以因素分析、獨立樣本T檢定和Pearon相關性分析，分析讀者對網路小說的閱讀習慣是否會影響他們的閱讀態度。研究發現以手機閱讀免費網路小說能提升讀者閱讀及分享網路小說的意願。獨特的內容創意和深夜閱讀習慣可以增加讀者對小說作品的黏著度。調查數據顯示70.9%受訪者已習慣免費閱讀網路小說，因此網路平台管理應配合大部分讀者的閱讀習慣而調整。另外平台亦應帶動市場良性競爭，提升作品品質以爭取商業合作創造附加價值。未來透過取得更大量的樣本數，並進行統計分析。台灣網路小說市場能更有效的針對台灣讀者需求和偏好在服務和作品上做出改進。
並列摘要
The application of internet were infiltrated our life everywhere. When the mobile web develops and becomes mature, people seem to be more used to piecemeal reading through searching on the internet. Nowadays, online novels market in China is prosperous while that in Taiwan is shrinking. How will the online novels platforms make improvements to meet the readers' requirements according to the survey of readers' choices of online novels, reading habits and attitudes? In this study, answered by online novels readers in the year of 18-28, 110 valid questionnaires were analyzed by using the software SPSS Statistics 25, together with factor analysis, independent sample T-test and Pearson correlation analysis to make clear if the online novels readers' reading habits will affect their reading attitudes. The study shows that free online reading through mobile phones can increase the readers' intention to read and share online novels. The unique creativity in content and the habit of staying up late to read can improve the readers' stickiness to online novels. The survey data indicates that 70.9% of the respondents are used to reading free online novels. Therefore, the network platforms should be adapted to the most readers' reading habits. In addition, the platforms should strive for the opportunities of business cooperation to create added value by promoting healthy competition on market and improving the quality of works. An analysis based on a larger quantity of samples will be made in the future so that Taiwan online novels market will be able to improve its services and works more effectively according to the needs and preferences of readers.
參考文獻
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