在新媒體匯流下探討成人閱讀動機、態度及行為-以臺灣VOGUE為例
Abstract
本研究通過新媒體匯流下對數位閱讀的接受度來探討對使用者閱讀動機、態度及閱讀行為的影響。本研究以科技接受模型為架構，將數位閱讀的接受度分為感知有用性、感知易用性和感知有趣性三大面向。這三大面向中均包含了新媒體匯流的五大功能特性：多媒體、超連結、即時性、互動性和個人化。
本研究透過網路問卷發放的方式，發放問卷對象為VOGUE雜誌FACEBOOK粉絲專頁、APP應用程式和官網均使用過之人群，最後共計回收500份有效問卷。結果發現，數位閱讀接受度中的感知有用性、感知易用性和感知有趣性對閱讀動機、態度和閱讀行為有正向影響。另從多元線性迴歸分析中得出，只有感知易用性和感知有趣性對閱讀動機和態度具有解釋力。在閱讀行為面向上，只有閱讀態度對閱讀時間具有解釋力。當數位閱讀的接受度滿足後，使用者的閱讀動機會更強烈，閱讀態度會更積極，閱讀行為也會隨之受到正向影響。
另外，本研究建議數位閱讀的使用者了解數位閱讀的特性，熟悉數位閱讀功能以提高功能利用率。也建議雜誌業者提高數位閱讀的普及率及在數位閱讀接受度得到滿足的基礎上讓使用者進行閱讀活動。
This study explores the effect of new media convergence on the reading motivation, reading attitudes, and reading behaviors of adults. Based on the technology acceptance model, the acceptability of digital reading is divided into three major aspects: perceived usefulness, perceived ease of use, and perceived fun. These three major orientations include the five major features of the new media convergence: multimedia, hyperlinks, immediacy, interactivity, and personalization. In this study, questionnaires were distributed on the Internet. The target participants were the adults who already had the experiences in using all the following three VOGUE Magazine media, FACEBOOK fan page, APP, and the official website. Finally, a total of 500 valid questionnaires were collected. The results of this study found that perceived usefulness, perceived ease of use, and perceived fun in digital read acceptance have positive effects on reading motivation, reading attitude and reading behavior. In addition, from multiple linear regression analysis, only perceived ease of use and perceived fun have explanatory power for reading motivation and attitude. In reading behavior, only reading attitude has explanatory power to reading time. When the acceptance of digital reading is satisfied, the users’ reading motivation will be stronger, the reading attitude will be more positive, and the reading behavior will be positively influenced. Finally, this study suggests that readers need to understand the characteristics of digital reading and be familiar with it to maximize utilization. It is also recommended that magazine companies need to promote the digital reading and give users a good reading environment to read based on the satisfaction of digital reading acceptance.
This study explores the effect of new media convergence on the reading motivation, reading attitudes, and reading behaviors of adults. Based on the technology acceptance model, the acceptability of digital reading is divided into three major aspects: perceived usefulness, perceived ease of use, and perceived fun. These three major orientations include the five major features of the new media convergence: multimedia, hyperlinks, immediacy, interactivity, and personalization. In this study, questionnaires were distributed on the Internet. The target participants were the adults who already had the experiences in using all the following three VOGUE Magazine media, FACEBOOK fan page, APP, and the official website. Finally, a total of 500 valid questionnaires were collected. The results of this study found that perceived usefulness, perceived ease of use, and perceived fun in digital read acceptance have positive effects on reading motivation, reading attitude and reading behavior. In addition, from multiple linear regression analysis, only perceived ease of use and perceived fun have explanatory power for reading motivation and attitude. In reading behavior, only reading attitude has explanatory power to reading time. When the acceptance of digital reading is satisfied, the users’ reading motivation will be stronger, the reading attitude will be more positive, and the reading behavior will be positively influenced. Finally, this study suggests that readers need to understand the characteristics of digital reading and be familiar with it to maximize utilization. It is also recommended that magazine companies need to promote the digital reading and give users a good reading environment to read based on the satisfaction of digital reading acceptance.
Description
Keywords
新媒體匯流, 閱讀動機, 閱讀態度, 閱讀行為, New media convergence, reading motivation, reading attitude, reading behavior