| 摘要: | 汽車是房屋以外最高單價的商品，所以消費者在購買之前，總是會先從事相關的資訊蒐集的行為，而汽車雜誌就是其中一個管道。但是近年來隨著網際網路的蓬勃發展，汽車消費者也慢慢開始改變了資訊蒐集的來源，從雜誌轉往汽車相關資訊的網路平台-汽車網站來從事資訊蒐集的行為。 本研究之研究對象為目前國內現有的汽車網站，經過篩選後共九個，找出2014年5月至11月共半年期間，針對上市車款的相關報導共1,639篇。而研究工具為研究者參考相關文獻，自行整理的汽車網站內容分析類目表，透過內容分析法達成研究目的。 在本研究的整理與統計分析之後發現，國內汽車雜誌可以分汽車雜誌業者所屬網站以及非汽車雜誌業者所屬網站兩大類。從內容類目比重來看，八家汽車網站都以動力、品牌、內在為主，汽車雜誌所屬網站在這三個類目比重以動力居多，非汽車雜誌所屬網站以品牌居多。 而在各類目資訊的比重上，代理商類目以BuycartvGO車誌所佔的2.44%為最多；品牌類目以BuycartvGO車誌所佔的42.17%為最多；動力類目以Twmotor超越車訊所佔的47.39%為最多；內在類目以CarNews車訊網所佔的16.21%為最多；外在類目以AUTO online汽車線上 所佔的12.75%為最多；多媒體類目以AUTO online汽車線上所佔的4.32%為最多；成本類目以ISCAR汽車網所佔的6.31%為最多；維修類目以AutoNet汽車日報所佔的1.47%為最多；車型類目以Twmotor超越車訊所佔的9.22%為最多。
Except for houses, automobile is the highest unit price commodity. Therefore, consumers always do the information collecting before purchase, and the automobile magazine is one of the ways. Yet as the Internet throve these years, the consumers of automobile also gradually started to change the resource of information collecting, transferring from magazines toward the network platform about automobile－automobile websites－to do the involving behavior. The object of this research is the present domestic automobile website, included nine after screening. The researcher found 1,639 reports directing the automobile on the market from May, 2014 to November, 2014 for half a year. The research tool is: the researcher refers to the relative literature, voluntarily develops the automobile website content-analyzed category table, and achieves the research goal by the content-analyzed method. It is discovered after the reorganization and statistical analysis by this research that the domestic automobile magazines can be divided into two main kinds－the websites belonging to the automobile magazine business as well as the websites belonging to the exception of automobile magazine business. As far as the proportion of content category is concerned, eight of the automobile websites all put emphasis on power, brands, and the intrinsic. In these three categories, power takes large proportion in the websites belonging to the automobile magazine, yet brands take large proportion in the exception. In the proportion of information from various categories, BuycartvGO is the most for occupying 2.44% in the agent category; BuycartvGO is the most for occupying 42.17% in the brands category; Twmotor is the most for occupying47.39% in the power category; CarNews is the most for occupying 16.21% in the intrinsic category; AUTO online is the most for occupying 12.75% in the outer category; AUTO online is the most for occupying 4.32% in the media category; ISCAR is the most for occupying 6.31% in the cost category; AutoNet is the most for occupying 1.47% in the repairing category; Twmotor is the most for occupying 9.22% in the vehicle types category. |
