臺灣博碩士論文加值系統

本研究主要為分析會影響網路媒介選擇的因素，從文獻探討中找出三種可能會影響選擇媒介的因素，分別為傳播動機、媒介特質和媒介使用習慣，藉由問卷設計，利用ＳＰＳＳ軟體進行因素間的相關性分析及迴歸分析，發現傳播動機、部分的媒介特質及該媒介的使用習慣，會對媒介選擇行為產生影響，但一般網路使用習慣不會影響媒介選擇行為，而在迴歸分析中則可時看出，傳播動機對媒介使用習慣產生影響時，會受到媒介特質和媒介使用習慣的干擾，但在WWW以及通訊軟體這2個媒介上較少出現成立的迴歸式，本研究認為主要是因為使用門檻較簡單且使用人數較多的影響，最後本研究亦歸納出對學術界、媒介管理者及經理人的建議。

Through finding the factors which affact choices of internet medium, getting three possible factors are motives、medium atrributes、using behavior. Construct the queationary and using 319 samples to analyze relationship between 3 factors by SPSS and get conclusion of the research

摘要 I
ABSTRACT II
誌 謝 III
目錄 IV
表目錄 VI
圖目錄 VI
第壹章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 2
1.3 研究流程 4
第貳章 文獻回顧 5
2.1 網路口碑 5
2.2 口碑傳播 6
2.3 口碑傳播動機 7
2.4 傳播媒介 10
2.4.1 傳播媒介因素 11
2.4.2 網路論壇 11
2.4.3 電子佈告欄 12
2.4.4 電子郵件 13
2.4.5 即時通訊 13
2.5 媒介選擇理論 14
2.5.1 社會臨場感理論 15
2.5.2 資訊豐富度理論 16
2.5.3 其它理論 17
第參章 研究方法 18
3.1 研究假說 18
3.2 各項因素的操作型定義 20
3.2.1 媒介使用習慣 20
3.2.2 傳播媒介特質 20
3.2.3 傳播動機 21
3.2.4 媒介選擇行為 24
3.3 研究架構 25
3.4 問卷發展 25
3.4.1 前測 26
3.4.2 問卷設計 29
3.4.3 樣本選擇及發放 29
3.4.4 樣本數目 30
3.4.5 分析工具及方式 30
第肆章 資料分析 32
4.1 問卷回收成果 32
4.2 受訪者基本資料 32
4.3 傳播動機構面分析 33
4.3.1 信度及相關性分析 34
4.3.2 因素分析 36
4.3.3 傳播動機與媒介選擇迴歸分析 38
4.4 媒介使用習慣構面分析 40
4.5 媒介特質構面分析 43
4.6 綜合迴歸分析 45
第伍章 結論與建議 51
5.1 研究結論 51
5.1.1 傳播動機構面 51
5.1.2 媒介使用習慣 51
5.1.3 媒介特質 52
5.1.4 三構面迴歸 52
5.2 研究限制 52
5.2.1 樣本與資料的限制 53
5.2.2 媒介選擇的限制 53
5.2.3 統計方法的限制 53
5.3 研究貢獻 53
5.4 後續研究建議 54
第陸章 參考文獻 56
附 錄 60
大眾網路使用習慣調查 60

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