以消費者的資源角度分析新舊通訊科技的區位競爭

陳奕方

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College of Social Sciences > Master Program of Telecommunication, Department of Communication
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以消費者的資源角度分析新舊通訊科技的區位競爭

Analyzing the Gratification Niches of Traditional and New Communication Technologies

陳奕方 , Masters　　Advisor：李政忠　　

繁體中文

媒介豐富性；社會臨場感；通訊科技；區位理論；親密感； Social Presence ； Communication Technologies ； Niche Theory ； Media Richness ； Intimacy

Abstract │ Reference (147) │ Times Cited (1) │ Altmetrics

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According to the theory of the niche, a new media competes with older media for gratifying more consumers’ needs. This study uses niche theory, a macro-level theory, as well as media richness, social presence and intimacy. To examine the niche of mobile application instant messaging (MIM), instant messaging (IM), SMS and mobile voice service in providing consumers’ gratifications, the study combines the theory into the structures of gratification opportunities and sociability gratification. Four types of consumers’ gratifications were proposed as the bases for comparison and analysis: sociability gratification, intimacy gratification, gratification opportunities and ritualistic gratification.
    Results indicate that these media (MIM, IM, SMS, and mobile voice service) have broad niche, while the MIM and mobile voice service are broadest in different resource. MIM has substantial niche overlap with IM, indicating a degree of substitutability; the least overlap was MIM and SMS. The hierarchy that emerged in this study indicated that the MIM was superior to IM, mobile voice service and SMS for providing sociability and ritualistic gratifications. The cell phone was superior to the other media on intimacy gratification. In a word, the findings suggest that MIM brings a great impact to IM but not to cell phone, and SMS coexist with other media.

Reference ( 147 ) 〈TOP〉

李岳昇（2011）。《以區位理論探究印刷雜誌、數位雜誌與行動數位雜誌之市場競爭情況─從閱聽人資源角度分析》。國立中正大學電訊傳播研究所碩士論文。
連結：
林以正、黃金蘭（2006）。〈親密感之日常社會互動基礎：一個縱貫式的研究〉，《中華心理學刊》，48（1）：35-52。
連結：
林靜儀、劉昌佑（2013）。〈個人創新和知覺樂趣性對智慧型手機使用者的態度和行為意圖之影響〉，《國立屏東商業技術學院學報》，15：179-206。
連結：
姜宇書（2006）。《網路使用對傳統媒體使用之替代與互補效果研究—以2005世新傳播資料庫為例》。世新大學傳播管理研究所碩士論文。
連結：
陳秀菁（2002）。《大學生的共依附特質、人際親密能力與親密感之相關研究》。國立臺灣師範大學教育心理與輔導研究所碩士論文。
連結：

Times Cited (1) 〈TOP〉

何宜霖(2014)。日本、韓國及台灣偶像劇市場之競爭區位分析—閱聽人資源角度之探討。中正大學傳播學系電訊傳播研究所學位論文。2014。1-161。

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