女性時尚雜誌閱讀者之閱讀行為、閱讀動機及滿意程度研究

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Title:	女性時尚雜誌閱讀者之閱讀行為、閱讀動機及滿意程度研究
Other Titles:	Reading Behavior, Reading Motivation, and Level of Satisfaction of Readers of Women's Fashion Magazines
Authors:	劉孟佳 Liu, Meng-chia
Contributors:	文化創意事業管理學系黃昱凱 Yu-kai Huang
Keywords:	閱讀行為;女性時尚雜誌;閱讀動機 Reading motivation;Women's Fashion Magazines;Reading behavior
Date:	2013
Issue Date:	2014-12-19 14:37:57 (UTC+8)
Abstract:	網路與通訊科技的進步讓人們獲取資訊的方式更加即時與多元，另一方面，隨著時代的演變，女性自我意識日漸提升，從而對自身的需求也變得更加重視，而女性雜誌則一直是女性吸收資訊的重要媒介。由於女性時尚雜誌市場競爭日趨激烈，因此如何滿足目標讀者對雜誌的需求，便成為雜誌經營者的重要議題。本研究以女性族群為研究對象，藉由問卷設計與調查，了解女性時尚雜誌讀者的閱讀特性，並針對女性雜誌屬性之重要性及滿足程度加以分析，期望能對女性時尚雜誌的題材選擇提出建議，作為女性雜誌經營與政策擬定時的參考依據。　　　本文主要研究內容涵蓋閱讀行為、閱讀動機、閱讀之重要性與滿意程度及個人基本資料等四個部分，研究之統計方法包括描述性統計分析、因素分析、信度檢定、效度檢定、卡方檢定、T 檢定、單因子變異數分析及重要－表現程度分析法，以驗證各變項間之差異性及相關性。由於閱讀女性時尚雜誌的族群廣泛，但大多以女性為主，因此，本研究調查族群僅限於台灣地區擁有女性時尚雜誌閱讀經驗之女性讀者，並以多數從業人員為女性的護理人員為母群，而礙於人力、物力之限，故僅以台北市女性護理人員為研究對象。　　　研究結果顯示，讀者閱讀女性時尚雜誌管道以「借閱」人數比率最高，若以購買考量因素來看，則以「當期主題」為購買考量因素的人數最多，且不同年齡讀者對於「資訊學習」向度之閱讀動機有顯著差異，所以女性時尚雜誌經營者應提供更多流行新知或其他讓讀者可學習之資訊，並突顯其封面的主題，才能吸引更多的讀者閱讀進而購買。統計分析結果亦指出，教育程度越高之讀者，其對女性時尚雜誌之閱讀頻率越低，而大學/專科及研究所學歷讀者在「該雜誌美容保養相關內容」的重視度則高於高中/職以下學歷讀者，因此建議女性時尚雜誌出版單位可針對高學歷讀者規劃行銷策略或在主題或內容上做增進，藉以提升高學歷讀者的閱讀頻率。最後，以本研究所選取的六本女性時尚雜誌在重要性與滿意度結論統計中，六本雜誌共通之競爭優勢為「服裝內容」面向，而最需優先做改善的則為「美容保養」面向。本土雜誌在重要但不滿意的向度比重，普遍高於日系國際中文版與歐美系國際中文版雜誌，其中，本土雜誌在「流行情報」向度，較未能滿足於讀者，其若想在競爭激烈的女性時尚雜誌市場佔有穩固之地位，需更深入探討女性時尚雜誌讀者對於雜誌的看法及回應，才能真正瞭解女性時尚雜誌編輯重點及內容走向，使其脫穎而出，立於不敗之地位。　　Advancement in web and communication technologies enables people to obtain information more instantaneously and through pluralistic ways. Meanwhile, the gradually elevated female self-awareness has also prompted women to care more about their own needs, and women's magazines have always been an important medium for women in obtaining information. As the market of women's fashion magazines becomes more and more competitive, how to meet magazine readers'needs is a critical issue that every magazine publisher should take into serious consideration. The investigator designed a questionnaire and used it in a survey among women. The objective of the study is to explore and analyze reading characteristics of readers of women's fashion magazines and the importance as well as level of satisfaction of attributes of women's magazines in hope to provide publishers of women's fashion magazines with useful insights on selecting magazines topics. The findings of the study can also be referred to for running the magazine business or policymaking.　　　The study covered four parts, which are reading behavior, reading motivation, the importance and level of satisfaction of reading, and personal profiles. The obtained data were analyzed by descriptive statistics, factor analysis, reliability test, validity test, χ² test, t-test, one-way ANOVA, and importance-performance analysis. The investigator also tested differences and correlation among variables. Though the population of readers of women's fashion magazines is broad, most of the readers are women. Therefore, in this study the investigator limited the study subjects to female readers in Taiwan who had experience in reading women's fashion magazines. Moreover, majority study subjects were female nursing personnel, and due to limited man power and resources, these female nursing personnel were from Taipei.　　　The results are presented below. First, the most commonly used means for gaining access to women's fashion magazines is to borrow magazines. For magazine purchase, most people considered “topics of the current issue” the main determinant. Readers of different age showed significantly different reading motivation in terms of “information learning”. In view of that, publishers of women's fashion magazine should provide more trendy and new knowledge or information for readers.It is also important for the cover story to stand out to attract readers and stimulate the purchase. Statistical results also pointed out that readers with higher education tend to have a lower frequency of reading women's fashion magazines. Compared to readers with a high school or vocational high school diploma or less, readers with a university, college or post-graduate degree focus more on skincare and relevant topics in magazines. To increase these higher-education readers' reading frequency, publishers of women's fashion magazines should tailor the contents or topics of magazines or formulate marketing strategies for this population. Lastly, for the six women's fashion magazines selected by the investigators for exploring their importance and level of satisfaction, a common competitive advantage shared by these six magazines is apparel related contents, while skincare is the area that should be prioritized for improvement. Compared to Japanese-style or American/European-style oriented international magazines in Chinese language, local magazines were generally rated as more important but unsatisfactory. Readers are especially unsatisfied with information on current trends in local magazines. To stay rock solid in this fiercely competitive market of women's fashion magazines, publishers should investigate women's fashion magazine readers' ideas and feedbacks more in depth to truly understand the key editing points and the direction of women's fashion magazine contents. By doing so, the magazines can truly stand out and stay unbeatable.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Cultural & Creative Enterprise Management)

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