Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23005
標題: 八卦雜誌之消費者行為分析—以臺灣「壹週刊」為例
A Study of Consumer Behavior of Supermarket Tabloid - A Case Study of "Next Magazine" in Taiwan
作者: Tsai, Shu-Hua
蔡淑華
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-2607200615044600
八卦雜誌
消費者行為
使用與滿足
閱讀動機
消費者滿意度
出版社: 行銷學系
引用: 參考文獻 中文文獻 1.Melvin L. DeFleur and Everette E. Dennis(2005)原著,王筱璇、勤淑瑩譯(2005),大眾傳播概論,臺北市:雙葉書廊。 2.方采禾(2003),科普雜誌之讀者研究,元智大學管理研究所碩士論文。 3.田文輝(1991),我國英語教學雜誌內容分析與讀者閱讀動機、滿足程度之研究—以空中英語教室文摘為例,政治作戰學院新聞研究所碩士論文。 4.朱邦賢(1977),雜誌讀者閱聽動機與滿足之研究—以婦女雜誌讀者為研究對象,國立政治大學新聞研究所碩士論文。 5.朱國良(2000),報紙消費者購買決策因素之研究—以大台北地區零售報為例,世新大學傳播研究所碩士論文。 6.牟嘉俐(1990),專業廣告人士閱讀「動腦」雜誌動機與滿足之研究,中國文化大學新聞研究所碩士論文。 7.吳家楹(2003),影響電腦雜誌消費者購買決策之研究—以台灣網路族群為例,南華大學出版學研究所碩士論文。 8.吳燕玲(2002),不可忽視的媒體人—黎智英:肥佬黎的狗仔,徹底改變新聞的定義,新新聞周報,第774期,頁19-20。 9.呂家明(2000),黎智英傳說,香港:明報。 10.李金銓(1989),大眾傳播理論,台北:三民書局。 11.杜麗芳(1984),臺灣地區民眾收看電視新聞與氣象報告的動機與行為之研究,國立政治大學新聞研究所碩士論文。 12.沈顯家(2000),綜合性周刊消費行為與行銷策略之研究—以時報周刊為例,台北大學企管系碩士在職專班碩士論文。 13.林宜諄(2001),《壹週刊》挾帶五億雄厚資金問世—下流不是他成功的唯一理由,數位時代,第23期(2001.05.01),頁226~230。 14.林怡芬(2005),雜誌封面影像的視覺分析—以《壹週刊》為例,中原大學商業設計研究所碩士論文。 15.林思平(2002),壹週刊現象與消費文化政治:權力、真相、八卦,中外文學,第31卷第4期,頁21-38。 16.邱皓政著(2000),量化研究與統計分析-SPSS中文視窗版資料分析範例解析,初版,五南圖書出版公司,台北。 17.胡志成(1990),報紙內容與讀者需求之差距研究—以科學新知報導為例,中國文化大學新聞研究所碩士論文。 18.范碧珍(2001),狗仔一出、誰與爭鋒?壹週刊改變臺灣媒體生態?,突破雜誌,第192期,頁80-83。 19.孫文秀(2004),由雜誌轉換成電子報形式之使用與滿足研究—以技術尖兵為例,世新大學傳播研究所碩士論文。 20.徐光乾(1999),閱聽受眾對財經媒體的使用動機與滿足之研究—以財訊月刊為例,政治作戰學校新聞研究所碩士論文。 21.秦鴻志(2001),高雄與台北兩市民眾報紙閱讀動機與行為比較,中山大學傳播管裡研究所碩士論文。 22.翁秀琪(1996),大眾傳播理論與實証,台北:三民。 23.張國立(2001),從時報周刊看壹週刊,目擊者雙月刊第22期(2001.03)。 24.郭峻宏(2002),圖書購買者涉入程度及消費行為之關聯性研究,南華大學出版事業管理研究所碩士論文。 25.陳順孝,(2001),漫談狗仔新聞現象—從《壹週刊》看小報文化,Media媒體識讀教育月刊,第16期。 26.陳夢梅(1989),新新聞雜誌讀者使用動機與滿足之研究,輔仁大學大眾傳播研究所碩士論文。 27.陸燕玲(2001),「從名門正派到明教清教徒?—台灣壹週刊新聞工作者的調適與認同」,台灣大學新聞研究所碩士論文。 28.劉玉琳(2002),英語教學雜誌讀者購買動機與使用行為之研究—以CNN互動英語雜誌為例,南華大學出版學研究所碩士論文。 29.劉念夏(2001),八卦新聞的再省思:名譽誹謗刑責與個人隱私侵犯之探討,財團法人國家政策研究基金會,國政研究報告,(2001.10.23)。 30.劉萍(2001),香港最具殺傷力的媒體大亨黎智英兵臨城下,媒體界山雨欲來?,數位週刊,第26期。 31.潘嘉慶(1995),臺灣地區民眾傳播行為研究,國科會專題資助報告。 32.蔣榮華(1997),輔仁大學學生圖書消費行為之研究,輔仁大學應用統計學研究所。 33.賴如珊(1999),「雜誌編排設計形式與讀者意象及符合度比較之研究」,國立雲林科技大學視覺傳達設計研究所碩士論文。 34.鍾起惠(1988),專業階層讀者閱報行為研究,國立政治大學新聞研究所碩士論文。 35.瞿文芳(2001),由八卦新聞談公眾人物的隱私,財團法人國家政策研究基金會,國政研究報告,(2001.08.23)。 36.羅美玲(1998),電子報讀者之動機分析,原智大學資訊研究所碩士論文。 37.蘇麗英(2005),線上讀者使用動機與滿意度之研究—以國立自然科學博物館網路簡訊月刊為例,南華大學出版事業管理研究所碩士論文。 網路資料 1.中華民國臺灣行政院新聞局,中華民國九十四年(2005)出版年鑑, http://info.gio.gov.tw//ct.asp?xItem=18902&CtNode=2617&mp=1。 2.行政院公平交易委員會,民國九十二年(2003)公平交易法對流通事業垂直交易限制行為之規範報告, http://www.ftc.gov.tw/公平會.html。 3.行政院文化建設委員會,民國八十九年(2000)臺灣圖書雜誌出版市場研究報告, http://web.cca.gov.tw/book/TaiwanMarket/。 4.陳冰(2003),從英國報紙瘦身看「小報化」現象。 5.壹傳媒有限公司股東特別大會通函,壹傳媒有限公司二00一年度報告(2001),2001年9月28日。 英文文獻 1.Bantz, C. R. (1982). Exploring uses and gratifications: A compareison of reported uses of televiseion and reported uses of favorite program type. Communication Research, 9, pp.452-379. 2.Berelson, B. (1949). What missing the newspaper means. In Lazarsfeld, P. F. and Stanton, F. N. (Eds.), Communication Research, 1948-1949 (pp.111-129). New York:Harper. 3.Berman, Berry & Joel R. Evans (1978). Retail Management: A Strategic Approach, 6nd ed., New York: Macmillan Publishing Co. Inc. 4.Blumler, J. G. (1979). The role theory in uses and gratifications studies. Communication Research, 6(1), pp.9-36. 5.Blumler, J. G. (1985). Social character of media gratifications. In K. E. Rosengren, L.A. Wenner and P. Palmgreen (Eds.), Media Gratifications Research: Current Perspectives. Beverly Hills, CA: Sage. 6.Brown, Mary Ellen (1989). Soap Opera and Women’s Culture: Politics and the Popular. In Kathryn Carter and Carole Spitzack (Eds.), Doing Research on Women’s Communication: Perspectives on Theory and Methord. (pp.90-161). Norwood, NJ: Ablex. 7.Cadotte, Ernest R., R. B. Woodruff and R. L. Jenkinds (1987). Exceptions and Norms in Models of Consumer Satisfaction, Journal of Marketing Research, 24, pp.244-249. 8.Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expection and Satisfaction, Journal of Marketing Research, 2, pp.244-249. 9.Churchill, G. A. J. (1995). Marketing Research: Methodological Foundations. Orlando: The Dryden Press. 10.Corkery, P. J. (1981). Enquirer: An Eyewitness Account. Rolling Stone, June 11, pp. 19-21, 62. 11.Dobos, J. and Dimmick, J. (1988). Factor analysis and gratifications constructs. Journal of Broadcasting And Electronic Media. 32(3): pp.335-350. 12.Eileen Lehnert & Mary J. Perpich (1982). An Attitude Segmentation Study of Supermarket Tabloid Readers. Journalism Quarterly, 59, pp.104-111. 13.Engel, J. F., Blackwell, R. D. & Miniard, P. W. (1986). Consumer Behavior, 5th ed, Harcourt, Inc. 14.Engel, J. F., Kollat D. T. & Blackwell , R. D. (1993). Consumer Behavior, 7th ed. Orlando: Dryden Press. 15.Engel, J. F., Blackwell, R. D. & Miniard, P. W. (2001). Consumer Behavior, 9th ed, Harcourt, Inc. 16.Fornell, Claes (1992). A National Customer Satisfaction Barometer:The Swedish Experience, Journal of Marketing, 55, pp.1-22. 17.Fornell Claes, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, & Barbara Everitt Bryant (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings, Journal of Marketing, 60, pp.7-18. 18.Gaski, John F., & Nevin, John R. (1985). The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel, Journal of Marketing Research, 22(2), pp.130-142. 19.Greenberg, B. S. (1974). Gratifications of televiseion viewing and their correlates for British children. In Blumler, J. G. & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratifications research (pp. 71-92). Beverly Hills, CA: Sage. 20.Gripsrud, Jostein (2000). Tabloidization, Popular Journalism, and Democracy. In Sparks, Colin & Tulloch, John (Eds.), Tabloid tales —Global debates over media standards (pp.285-300). Lanham, Boulder, New York, Oxford: Rowman & Littlefield Publishers, INC. 21.Hofstetter, C. R. and Buss, T. F. (1981). Motivation for viewing two types of TV programs. Journalism Quarterly, 58, pp.99-103. 22.Holden, Larry (1997). The Incredibly Rich Tabloid Market. Writers Digest, July, pp. 19-22. 23.Howard, John A. & Sheth, Jagdish N. (1969). The Theory of Buyer Behavior, John Wiley & sons Inc, New York. 24.Hur, K. K. and Robinson J. P. (1981). A uses and gratifications analysis of Roots in Britain. Journalism Quarterly, 58, pp.582-588. 25.J. Paul Peter & Jerry C. Olson (2005). Consumer Behavior & Marketing Strategy, 7th ed, McGraw Hill. 26.Katz, E., Blumer, J. G. & Gurevitch, M. (1974). Utilization of mass comm.unication by individuall. In Blumer, J. G. & Katz, E. (Eds.), The Uses of Mass Communications: Current Perspectives in Gratifications Research, Beverly Hills, CA: Sage. 27.Kippax, S, and J. P. Murray (1980). Using the mass media: need gratification and perceived utility. Communication Research, 7, pp.335-360. 28.Kotler, P. (1997). Marketing Management, 9th ed, N. J., Prentice Hall. 29.Lain, Laurence B. (1985). More evidence on the needs of readers. Newspaper Research Journal , 65(3), pp.760-763. 30.Lasswell, H. (1948). The structure and function of comm.unications in society. In L. Bryson. (Eds.), Communication of Ideas, New York, Harper. 31.Levin, Jack, Amita Mody-Desbarau, and Arnold Arluke. (1988). The Gossip Tabloid as an Agent of Social Control. Journalism Quarterly, 65(2), pp.514-517. 32.Maria Elizabeth Grabe (1996). Tabloid and Traditional Television News Magazine Crime Stories: Crime Lessons and Reaffirmation of Social Class Distinctions. Journalism and Mass Communication Quarterly, 73, 4, pp.926. 33.McDonald, Deborah M. (1984). The Derived Image of the Supermarket Tabloid. Ph.D. diss., Ohio State Univ. 34.Mcleod, J. M. & L. B. Becker (1981). The Uses and Gratification Approach. In D. D. Nimmo & K. R. Sanders (Eds.), Handbook of Political Communication, Beverly Hills, CA: Sage, pp.67-99. 35.McQuail, D. (1991). Reflections on Uses and Gratifications Research. In R. K. Avery and D. Eason (Eds.), Critical Perspectives on Media and Spciety, London: The Guilford Press, pp.9-27. 36.Oliver, Richard L. (1981). Measurement and Evaluation of Satisfaction Process in Retail Setting, Journal of Retailing, 57(Fall), pp.25-48. 37.Palmgreen, P., Wenner, L. A. & Rayburn, J. D. (1980). Relations between gratification sought and obtained: A study of televiseion news. Communication Research, 7(2), pp.161-185. 38.Palmgreen, P., Wenner L. A. & K. E. Rosengren (1985). Use and gratifications research: The past ten years. In K. E. Rosengren, L. A. Wenner, & P. Palmgreen (Eds.), Media gratifications research: Current perspectives. Beverly Hills, CA: Sage. 39.Pfaff, Fred. (1987). Headway for the Headliners: Those Screaming Checkout Tabloids Are Being Heard on Madison Avenue. Marketing and Media Decisions 22 (May): 66-68, pp.72-73. 40.Rayburn II, J.D. and P. Palmgreen(1984). Merging uses and gratifications and expectancy value theory. Communication Research, 11, pp.537-562. 41.Ronald, W. Hasty, and Ted Will (1973). Retailing, 3nd ed., New York: Harper & Rowm Publisher, Inc. 42.Rooney, Dick (2000). Thirty years of competition in the British tabloid press: The Mirror and the Sun. In Sparks, Colin and Tulloch, John (Eds.), Tabloid Tales- Global debates over media standards. (pp.91-109). Lanham, Boulder, New York, Oxford: Rowman and Littlefield Publishers, INC. 43.Rosengren, K. E. (1974). Uses and Gratifications: a Paradigm Outlind. In J. G. Blumer & E. Katz (Eds.), The Uses of Communications, Beverly Hills: Sage Publications. 44.Rubin, A. M. (1979). Television use by children and adolescents. Human Communication Research, 5(1), pp.109-120. 45.Rubin, A. M. (1981). A multivariate analysis of 60 Minutes viewing motivation. Journalism Quarterly, 158, pp.529-534. 46.Rubin, A. M. (1983). Television uses and gratifytions: The interactions of viewing patterns and motivateions. Journal of Broadcasting, 27, pp.37-51. 47.Ruotolo A. C. (1988). A typology of newspaper readers. Journalism Quarterly ,65 (1), pp.126-130. 48.Saltzman , Joe. (1994). Tabloid hysteria. USA Today Magazine, 122(2588), 21. 49.Salwen, Michael and R. Anderson (1984), The Uses and Gratiifications of Supermarket Tabloid Reading by Different Demographic Groups. Paper presented to Association for Education in Journalism and Mass Communication, Gainesville, Fla. 50.Schramm, W. (1949). The nature of news. Journalism Quarterly, 26, pp.259-269. 51.Schroeder, Fred E. H. (1982). National Enquirer Is National Fetish! The Untold Story! In Ray B. Browne (Eds.), Objects of Special Devotion: Fetishes and Fetishism in Popular Culture (pp.168-81). Bowling Green, Ohio: Bowling Green Univ. Popular Press. 52.Schiffman, L. G. & Kanuk, l. F. (1991). Consumer Behavior, 4th ed, Prentice Hall, Inc. 53.S. Elizabeth Bird (1992). For Inquiring Minds: A Cultural Study of Supermarket Tabloids. Knoxville: University of Tennesse Press. 54.Towers, W. M. (1986). Uses and gratification of magazine readers: A cross media comparison. Communication Review Research, 13(2), pp.44-51. 55.Westbrooks, R. A. (1980). A Rating Scale for Measuring Product/Service Satisfaction, Journal of Marketing, pp.68-72. 56.Whitby, Gary. (1982). The Penny Press and the Origins of American Journalistic Style. Studies in Journalism and Mass Communication: A Review from the Texas Journalism Education Council Annual Conference, pp. 23-34. 57.Woodruff, R. B. (1983). Modeling Consumer Satisfaction Process Using Experience Based Norms, Journal of Marketing, 10, pp.296-304.
摘要: 本文以臺灣的週刊雜誌類銷售排行榜第一的《壹週刊》為研究對象,結合消費者行為理論和使用與滿足理論,期瞭解八卦雜誌讀者之特色、閱讀動機、購買行為、閱讀行為,及對於八卦雜誌之閱後滿意度為何?若能充分瞭解八卦雜誌消費者之行為,將能更加準確的訂定市場策略。 本研究運用問卷調查法來蒐集資料,採用SPSS12.0進行資料分析,主要分析方法有敘述性統計、信度檢定、效度檢定、因素分析、集群分析、卡方檢定、獨立樣本t檢定、變異數分析及Scheffe多重事後比較法。本研究結果如下: 一、八卦雜誌讀者閱讀動機經由因素分析萃取出「排憂解悶動機」、「打發時間動機」、「尋找訊息動機」及「理性參與動機」;再由四個閱讀動機因素進行兩階段集群分析,區分出「享樂動機型」與「功能動機型」兩群八卦雜誌讀者;閱後滿意度經由因素分析萃取出「豐富內容」、「容易獲得」、「合理價格」、「印刷品質」、「易讀性」及「商業促銷」滿意度。 二、不同人口統計變項之消費者對購買行為、閱讀動機及閱讀行為有顯著差異。 三、不同購買行為之消費者對閱讀行為有顯著差異。 四、不同閱讀行為之消費者對閱後滿意度有顯著差異。 五、不同閱讀動機之消費者類型對購買行為、閱讀行為及閱後滿意度有顯著差異。
URI: http://hdl.handle.net/11455/23005
其他識別: U0005-2607200615044600
Appears in Collections:行銷學系所

文件中的檔案:

取得全文請前往華藝線上圖書館



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.