文學雜誌閱讀者閱讀動機、閱讀行為與滿意程度之研究－以雲嘉南五縣市國文教師為例

南華大學機構典藏系統 > 管理學院 > 文化創意事業管理學系 > 博碩士論文-出版與文化事業管理研究所(停招) > Item 987654321/19126

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题名:	文學雜誌閱讀者閱讀動機、閱讀行為與滿意程度之研究－以雲嘉南五縣市國文教師為例
其它题名:	Relations with Reading Motivations, Behaviors and Satisfaction of Literary Magazine, as Chinese Teacher in Yunlin, Chiayi and Tainan for Example
作者:	蔡雅芳 Tsai, Ya-fang
貢獻者:	出版與文化事業管理研究所洪林伯 Lin-po Hung
关键词:	閱讀動機;使用與滿足理論;文學雜誌 Reading Motivations;Use and Gratification Theory;Literary Magazine
日期:	2010
上传时间:	2015-03-10 11:53:11 (UTC+8)
摘要:	文學雜誌對於出版社或發行者而言，是一種理想的堅持與散播，獲利通常不是其主要目的，這正是文學雜誌與商業性雜誌最大的不同。文獻中以針對一般雜誌讀者的研究居多，鮮有以文學雜誌讀者為研究對象的研究。本研究針對文學雜誌讀者的特性、對文學雜誌的看法、閱讀動機、閱讀滿意度及到底哪些向度是讀者認為文學雜誌中最重要的部分進行調查研究，除了可以提供作為文學雜誌出版的參考，讓雜誌選題盡量符合讀者的需求，開發多元的題材、開拓新市場，並期能藉此提高文學雜誌的發行量，將文學的種子散播至各處，深入大眾的心靈。　　　本研究涵蓋閱讀行為、閱讀看法與意見、閱讀動機、閱讀重要性、閱讀滿意度及個人基本資料等六個部分。統計方法包括描述性統計、t檢定、單因子變異數分析、皮爾森積差相關、多元逐步迴歸，以驗證各變項之差異性及閱讀動機、閱讀滿意度對閱讀重要性之預測性。由於閱讀文學雜誌的人口並不多，而國文教師因本身的專業性，為較常接觸文學雜誌的主要群體之ㄧ，因此本研究以國文教師為母群，惟礙於人力、物力之限，故以雲嘉南五縣市國中、高中及高中職的國文教師為取樣對象。　　　研究結果顯示，讀者閱讀文學雜誌管道以「借閱」人數比率最高，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，且不同教育程讀讀者在上述三部分皆有顯著差異，所以文學雜誌除有生活美感與人文氣息的養成外，必須提供文藝消息或其他讓讀者可以學習的資訊，才能吸引更多的讀者。讀者與非讀者在閱讀看法與意見有顯著差異，非讀者得分顯著高於讀者，表示從未閱讀過文學雜誌的人比閱讀過的人更認為文學雜誌貼近生活。在預測閱讀重要性部分，「閱讀滿意度-內容特色」向度最能預測閱讀重要性總量表及各分向度，其次則是「閱讀動機總量表」，因此文學雜誌須加強其內容特色以吸引讀者。　　Literary magazine in the eyes of publishing house or publisher represents a kind of persistence and dissemination derived from idealism. Notwithstanding, profit usually is not its main purpose and this is exactly the major distinction between literary and commercial magazine. In literatures and documentations, the majority had targeted to research on general magazine readership, rarely selecting readers of literary magazine as the research subjects. Thus, this research focuses on the characteristics of literary magazine readers, their views on literary magazines, reading motivations and levels of reading gratifications as well as what exactly are the most important portions in the literary magazines from the reader's point of view prior to proceed to survey research. The intent is to not only serve as references for literary magazine publishing, but also prod magazines to meet reader demand, develop diversified themes and subjects, and pioneer into new market segments. In addition, this research expects the literary magazine publishers to raise publishing volume so as to spread out literary seeds, hopefully deep into the mind and soul of the vast majority. 　　　The scope of this research encompasses reading behaviors, the assessments and views on reading, reading motivations, imperatives on reading, reading gratification levels and personal information, a total of six segments. Statistical methodologies included descriptive statistics, t test, one-way ANOVA, Pearson product-moment correlation, stepwise multiple regressions to verify the variances observed between variables and the predictability for reading motivations, reading gratification levels as well as the imperativeness of reading. Since the reading population for literary magazines was rather confined; and the Chinese teachers were predisposed by their professional inclinations, therefore, they were more likely as one of the major groups who frequently stayed in touch with literary magazines. Hence, this research adopted the Chinese teachers as the parent group; nevertheless, under the constraints imposed by lack of adequate human and other resources, hence, the Chinese teachers in the junior and senior highs as well as vocational highs within these five counties and cities were selected as sampling subjects. 　　　Findings of this research revealed that, within various channels of providing readers with literary magazines, those who ＂borrowed＂ ranked as the highest. And within reading motivations, imperatives of reading and reading gratification levels, the dimension of ＂information learning＂ was rated as the highest. In addition, for readers with different educational backgrounds, the above mentioned three items exhibited significant differences. Therefore, the functionalities for literary magazines not only should provide and sustain aesthetics in life and the cultivation for literary atmosphere, but also literary information or information that other readers can learn from; hence, it would attract more readerships during the process. There were significant differences observed between views and opinions from readers and non-readers. Scoring in the non-reader segment was significantly higher than that from the reader, signifying that those who never have read literary magazines would acknowledge literary magazines reflecting more of the values in life than those have read the literary magazines. In the segment that predicts the reading imperatives, dimension like ＂reading gratification-content characteristics＂ could best predict reading imperatives in the total measurement chart and at each of the dimensional levels, followed by ＂Final measurement chart for reading motivation＂. Hence, literary magazine should focus on enhancements in content characteristics so as to attract more readerships in the future.
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