以閱讀關鍵因素與動機視角探索網路小說閱讀生態

Exploring the Factors and Motivations of Online Fiction Consumption

許哲睿(Che-Jui Hsu) ； 吳怡瑾(I-Chin Wu)

《圖書資訊學刊》 19卷1期 (2021/06) Pp. 139-181

https://doi.org/10.6182/jlis.202106_19(1).139

摘要

近年智財權概念鵲起，網路小說高粉絲基礎成為潛力市場。本研究招募50位臺灣網路小說資深讀者，透過修正式德爾菲法（Modified Delphi Method），建立基於Escarpit文學社會觀點之閱讀網路小說關鍵構面與因素評估架構。研究方法採多準則決策之決策實驗室法為基礎的網路程序分析法（DEMATEL-based ANP）探索閱讀關鍵因素與其關聯性，輔以閱讀動機量表及深度訪談法透視網路小說閱讀生態。研究結果顯示閱讀深受「出版職能」影響，為改善架構的重要源頭；此外，網路小說多元閱讀「管道」為重要且為被影響因子；在閱讀動機部分，研究發現動機程度不同的資深讀者存在著閱讀關鍵因素因果的脈絡軌跡。研究以實證資料建立選擇網路小說閱讀的關鍵因素與影響評估模式，希冀為網路小說生態開拓視野。

關鍵字

決策實驗室法為基礎的網路程序分析法 ； Escarpit文學社會學 ； 網路小說 ； 閱讀因素 ； 閱讀動機

並列摘要

In recent years, in response to the rise in the attention paid to intellectual property rights, the fan base of online fiction has become a potentially valuable market for attracting readers. Within this field, the experienced readers are the most critical of this aspect of the development of chain of online fiction in practice. Therefore, we invited fifty experienced readers in Taiwan to participate an empirical research study. We examined important criteria of reading online fiction based on the viewpoint of Robert Escarpit's sociology of literature, including critical literature reviews and the modified Delphi method. Accordingly, seven criteria were developed from three dimensions and are then analyzed according their weight, causal relationship and performance according to a multi-criteria decision-making approach, specifically the decision making trial and evaluation laboratory-based analytical network processing (DEMATEL-based ANP) approach. Moreover, we further adopted the Adults Reading Motivation Scale (ARMS) to measure the types of motivation that drives readers and conducted in-depth interviews to create our evaluation framework employing a mixed research methods approach. The results show that the reading behavior of most readers is influenced by the ＂publishing function＂ factor, which is also an important source for refining the market. Additionally, the factor of ＂channel＂ is important and can be easily influenced by the other factors. Moreover, the research results reveal different causal relationships among dimensions and criteria with different levels of motivation. Accordingly, we proposed an Escarpit's sociology of literature-based causal relationship evaluation model for explaining the viewpoint of online fiction on the part of readers who have different levels of motivation. This study thereby widens the horizon of the market of online fiction by developing a comprehensive evaluation model from the perspective of the key factors of choosing to read online fiction and reading motivation.

並列關鍵字

DEMATEL-based ANP ； Robert Escarpit's Sociology of Literature ； Online Fiction ； Reading Criteria ； Reading Motivation

參考文獻

榮予恩（2019）。運用社會網絡分析法探討網路小說社群之互動─以起點中文網之小說討論區為例（未出版之碩士論文）。國立臺灣大學圖書資訊學研究所，臺北市。doi: 10.6342/NTU201903411 【Jung, Yu-En (2019). The social network analysis of online fiction communities: A case study of qidian website (Unpublished master's thesis). Department of Library and Information Science, National Taiwan University, Taipei. (in Chinese)】

宋曜廷、劉佩雲、簡馨瑩（2003）。閱讀動機量表的修訂及相關因素研究。測驗學刊，50(1)，47-71。doi: 10.7108/PT.200306.0047【Sung, Yao-Tin, Liu, Pei-Yun, & Chien, Hsin-Yin (2003). A report on the revision of the motivations for reading questionnaire of the fifth-to seventh-grade students. Psychological Testing, 50(1), 47-71. doi: 10.7108/PT.200306.0047 (in Chinese)】

胡德佳、林維真（2017）。圖書資訊學領域電子書研究之趨勢分析。教育傳播與科技研究，116，49-71。doi: 10.6137/RECT.2017.116.04 【Hu, Te-Chia, & Lin, Wei-Jane (2017). The trend analysis of e-book research in library and information studies. Research of Educational Communications and Technology, 116, 49-71. doi: 10.6137/RECT.2017.116.04 (in Chinese)】

蔡顯童、賴子珍、邱雅鈴（2011）。從多元觀點探討使用者對於電子書閱讀器的採用行為。電子商務學報，13(4)，841-871。doi: 10.6188/JEB.2011.13(4).09 【Tsai, Hsien-Tung, Lay, Tzyy-Jane, & Chiu, Ya-Ling. The antecedents of e-book reader adoption intentions: AMulti-Lens perspective. Journal of E-Business, 13(4), 841-871. doi: 10.6188/JEB.2011.13(4).09 (in Chinese)】

陳俊榮（2004）。臺灣小說的接受史觀。政大中文學報，2，161-184。doi: 10.30407/BDCL.200412_(2).0008 【Chen, Chun-Jung (2004). Perspective of Reception Theory on Taiwanese Novel History. Bulletin of the Department of Chinese Literature National Chengchi University, 2, 161-184. doi: 10.30407/BDCL.200412_(2).0008 (in Chinese)】