民眾閱讀臺灣漫畫動機、態度及行為之研究

Abstract

閱讀漫畫一直是國人喜愛的休閒活動之一，但長久以來日本漫畫都比臺灣漫畫強勢許多。隨著臺灣漫畫產業漸漸復甦，愈來愈需要政府與各方產業合力的幫助。故本研究以國人閱讀臺灣漫畫的角度，探討其經由休閒知覺自由的滿足後，是否會提升閱讀動機與態度，並連帶促進國人的閱讀行為。本研究以立意抽樣為基準，使用問卷調查法以網路與紙本問卷發放並回收一千份有效問卷，發放時間為2020年7月至9月。問卷回收完成後採用SPSS進行統計分析，研究結果顯示：（一）休閒知覺的勝任感、控制感和投入深度對於臺灣漫畫讀者的閱讀動機與態度皆為正向相關。（二）臺灣漫畫讀者的閱讀動機與態度對於閱讀行為皆呈現正向相關。（三）臺灣漫畫讀者的閱讀動機對於嬉戲性和閱讀主題廣度表現出了影響力；閱讀態度則是對於嬉戲性和閱讀時間表現了影響力。（四）閱讀臺灣漫畫漸漸從紙本轉變為線上網路閱讀模式。臺灣漫畫讀者在滿足了自身休閒活動時的心理需求後，提高了他們的閱讀動機與閱讀態度，使得臺灣漫畫讀者的閱讀行為也產生了正向的影響，願意持續地從事閱讀臺灣漫畫這一項休閒活動。本研究提出建議如下：（一）將漫畫閱讀區設置在安靜的區域，使閱讀臺灣漫畫的讀者可以不受雜音干擾的享受閱讀。（二）以更多元的方式分類臺灣漫畫，讓讀者可依照自身的閱讀興趣選擇其喜愛的臺灣漫畫。（三）臺灣漫畫的環境可藉由舉辦同人活動使讀者產生人際關係上的歸屬感。Reading comics has always been one of the favorite leisure activities of Taiwanese people, but for a long time Japanese comics (also called manga in Japan) have been much stronger than Taiwanese comics. With the gradual resurgence of Taiwan’s comics industry, it increasingly needs the assistance from the government and the industry. This study investigates whether Taiwan comics readers will improve their reading motivation and attitude and jointly promote their reading behavior by satisfying their Perceived Freedom of Leisure.This study uses the questionnaire survey method based on purposive sampling to distribute through both online and paper questionnaires and collect one thousand valid responses. The distribution time frame is from July to September 2020. After collecting the responses, this study leverage SPSS for statistical analysis. The results of the study show that: (1) Perceived Leisure Competence, Perceived Leisure Control, Depth of Involvement in Leisure are all positively correlated to the reading motivation and attitude of Taiwan comic readers. (2) The reading motivation and attitude of Taiwan comic readers are positively correlated to reading behavior. (3) The reading motivation of Taiwan comic readers has positive influence on the playfulness and the breadth of reading topics; the reading attitude has positive influence on the playfulness and reading time. (4) Reading Taiwanese comics has gradually changed from paper to online reading. After satisfying their psychological needs during leisure activities, Taiwanese comic readers have improved their reading motivation and reading attitude, which have positively affected the reading behavior of Taiwanese comic readers, and they are willing to continue to engage in reading Taiwanese comics.This research proposes the following suggestions: (1) Set up the comic reading area in a quiet area, so that Taiwan comics readers can enjoy reading without being disturbed by noise. (2) Diversify the categories of Taiwan comics, so that readers can choose their favorite Taiwanese comics based on their reading interests. (3) The culture of Taiwanese comics can make readers feel a sense of belonging in interpersonal relationships by holding fan activities.