| 摘要: | 本研究旨在探討國民小學教師對親子天下雜誌讀者的特性、閱讀動機、閱讀行為、購買因素、重要性與滿意程之關聯，並根據結果提出建議，以供親子天下雜誌出版業者在擬訂出版策略與方向之參考，以提升其發行量及訂閱率。 研究設計採用問卷調查法，並以自編之「親子天下雜誌讀者閱讀動機與滿意度相關研究問卷」作為資料蒐集的工具，對研究對象施測。母群體為嘉義縣、市國小教師，依學校規模分層立意抽樣，發出問卷538份，收回有效問卷480 份，有效問卷回收率為93.75%。根據國小教師問卷填答結果，以描述性統計、因素分析、信度分析、t考驗、單因子變異數分析、雪費多重比較分析、卡方考驗等統計方法實施檢定分析。 研究結果顯示，閱讀親子天下雜誌以已婚女性，年齡40歲以下，工作年資11~20年，服務於嘉義縣的導師居多。閱讀管道以「借閱」比率為最高，閱畢雜誌以「借閱後歸還」為多數，每月雜誌支出300元以下，以「獲取教養新知」為主要購買因素，最主要訂閱的原因為「雜誌內容豐富」。在閱讀動機、閱讀重要性及閱讀滿意度皆是以「資訊學習」向度為最高，且嘉義市國小教師比嘉義縣國小教師更重視「資訊學習」，可見國小教師對於資訊學習的需求也有不同的城鄉差距。 閱讀者「資訊學習」的動機愈強，對雜誌的「休閒娛樂」、「內容特色」、「資訊學習」與「版面屬性」的看法愈重視，同時閱讀滿意度也愈高。閱讀者「休閒娛樂」的動機愈強，對雜誌「休閒娛樂」層面看法愈重視，閱讀滿意度也愈高；同時「版面屬性」層面的閱讀滿意度也愈高。因此親子天下雜誌除了提供親子教養的新知與觀念與讀者分享外，須加強提供實用性的學習資訊，並強化其內容特色以吸引讀者閱讀。
This research focuses on the characteristics of Education, Parenting, and Family Lifestyle Magazine readers, their views on the magazine, reading motivations and levels of reading gratifications as well as what exactly are the most important portions in the magazine from the reader’s point of view prior to proceed to survey research. The intent is to not only serve as references for the magazine publishing but also provide the magazine to meet reader demand, develop diversified themes and subjects, and pioneer into new market segments. In addition, this research expects the magazine publishers to raise publishing volume and subscription rate by better fulfilling reader’s need, managing wider range of topics and developing new market. This research involved a survey. The Questionnaire of Correlation between Reading Motivation and Satisfaction for Readers of Education Parenting Family Lifestyle Magazine, which collected data from teachers of Chiayi Region. The valid samples are 480, which are 93.75% from the population of 538 questionnaires. Statistical methodologies included descriptive statistics, factor analysis, reliability analysis, t test, one-way ANOVA, Fisher multiple comparison analysis and Chi-square test. Findings of this research revealed that, the main readership are married female homeroom teachers in Chiayi County, who are under 40 years old and been a teacher for between 1 and 2 decades. Within various channels of providing readers with the magazine, those who “borrowed” ranked as the highest. The most of readers returned the maganize after reading. Their monthly magazine expenses are under NTD300, and the main cause for purchase is to ”learn new information about raising the young”. ”The rich contents of the magazine” is the major reason for their subscription. And within reading motivations, imperatives of reading and reading gratification levels, the dimension of “information learning” was rated as the highest. Furthermore, primary school teachers in Chiayi City pay more attention to acquiring the latest knowledge than their counterparts in Chiayi County. The urban-rural gap could also be observed on demand for the latest knowledge acquisition. The more intense motivation a reader has for “acquiring the latest knowledge” pays more attention to those dimensions of ”leisure & entertainment”, ”contents & character”, ”the latest knowledge”, and ”page layout” as well as the “reading satisfaction”. The more intense motivation a reader has for ”leisure & entertainment”, not only pays more attention to ”leisure & entertainment” but values higher on reading satisfaction and that for “page layout”. Broadly speaking, Education Parenting Family Lifestyle Magazine could do more than sharing new information and concepts for raising the young. By bringing up important topics about parenting education and effective solutions, the magazine should focus on enhancements in content characteristics so as to attract more readerships in the future. |
