题名

跨世代行動上網與電視並用行為與動機

并列篇名

Media Multitasking across Generations: Simultaneous Mobile Internet and Television Usage Behaviors and Motives

DOI

10.30386/MCR.201507_(124).0003

作者

張郁敏(Yuh-Miin Chang)

关键词

世代 ； 行動上網 ； 使用與滿足 ； 動機 ； 媒介並用 ； 電視 ； generation ； media multitasking ； mobile internet ； motive ； television ； uses and gratifications

期刊名称

新聞學研究

卷期/出版年月

124期（2015 / 07 / 01）

页次

83 - 116

内容语文

繁體中文
中文摘要

行動上網與媒介並用行為越趨盛行，其中以行動上網與電視並用最為常見，然而國內外卻缺乏相關研究。有鑑於此，本研究的目的在於瞭解臺灣不同世代的民眾是否有不同的行動上網與電視觀看並用行為，以及此類行為是否受制於不同的動機。本研究透過全省隨機面訪，研究結果顯示網路世代顯著比X世代與戰後嬰兒潮世代較常有此類媒介並用行為，而且網路世代在並用這兩個媒介時，注意力顯著集中在行動網路上的資訊，而兩個年長世代則是將注意力集中在電視節目內容上。此外，本研究發現三個世代的媒介並用動機是一致的，包含方便習慣與認知地位兩者。這些研究結果支持了本研究所提出的跨世代媒介並用行為理論與媒介並用動機分析觀點。
英文摘要

Simultaneous mobile internet and television usage has been getting very popular. Few, if any, studies explicated generational differences in this type of media multitasking behaviors. This study is the first to examine whether different generations have different behaviors and motives in the mobile internet-television media multitasking context. A national face-to-face survey with the probability proportional to size random sampling method was employed. The results showed that Web generation was most likely to perform mobile internet-television media multitasking behavior, followed by X generation and Baby Boomer generation. Web generation paid most attention to the contents on the mobile Internet, X generation focused their attention on either television or mobile internet, and Baby Boomer generation paid most attention to the contents on television. The results also showed that the motives driving mobile internet-television media multitasking behavior were the same across generations, including ＂habit and convenience＂ and ＂cognition and status.＂ All these findings supported the proposed theory of cross generation media multitasking behavior and the proposed method of analyzing the motives driving media multitasking behaviors.
主题分类 社會科學 > 傳播學
参考文献
  1. 王嵩音(2007)。網路使用之態度、動機與影響。資訊社會研究，12，57-85。
    連結：
  2. 李政忠(2003)。從抽樣與統計方法探討網路問卷調查的可行性：比較電話訪談與網路問卷樣本的實質差異性。廣播與電視，21，55-95。
    連結：
  3. 盧鴻毅、侯心雅、陳姿蓓、林玫均、李政忠(2009)。網路使用動機、網路資訊可信度評價、與決策參考之間的關聯性。中華傳播學刊，16，255-285。
    連結：
  4. 蘇建州(2010)。網路使用者之媒體共用偏好與網路關鍵字廣告效果研究。新聞學研究，103，1-42。
    連結：
  5. 蘇建州、陳宛非(2006)。不同世代媒體使用行為之研究：以2005 東方消費者行銷資料庫為例。資訊社會研究，10，205-234。
    連結：
  6. 行政院研究發展考核委員會（2011）。〈100 年個人／家戶數位機會調查報告〉。取自http://www.rdec.gov.tw/public/Attachment/222114532071.pdf
  7. Alperstein, N. (2005). Living in an age of distraction: Multitasking and simultaneous media use and the implications for advertisers. Retrieved from SSRN http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1473864
  8. 陳眉衣（2009）。〈2009 年10 月創市際媒體多工調查〉，《創市際》。取自http://www.insightxplorer.com/specialtopic/2009_10_media.htm
  9. 財團法人台灣網路資訊中心（2003）。〈Internet 的歷史〉。取自http://dns-learning.twnic.net.tw/internet/intro1.html
  10. 臺灣電視史（2014）。上網日期：2004 年5 月6 日，取自維基百科http://zh.wikipedia.org/wiki/%E8%87%BA%E7%81%A3%E9%9B%BB%E8%A6%96%E5%8F%B2
  11. Bardhi, F.,Rohm, A. J.,Sultan, F.(2010).Tuning in and tuning out: Media multitasking among young consumers.Journal of Consumer Behaviour,9,316-332.
  12. Bauer, H. H.,Mark, G.,Leach, M.(2002).Building costumer relations over the Internet.Industrial Marketing Management,31(2),155-163.
  13. Brasel, S. A.,Gips, J.(2011).Media multitasking behavior: Concurrent television and computer usage.Cyberpsychology, Behavior, and Social Networking,14(9),527-534.
  14. Carrier, L. M.,Cheever, N. A.,Rosen, L. D.,Benitez, S.,Chang, J.(2009).Multitasking across generations: Multitasking choices and difficulty ratings in three generations of Americans.Computers in Human Behavior,25,482-489.
  15. Choi, Y. K.,Kim, J.,McMillan, S. J.(2009).Motivators for the intention to use mobile TV: A comparison of South Korean males and females.International Journal of Advertising,28(1),147-167.
  16. Clapp, W. C.,Rubens, M. T.,Sabharwal, J.,Gazzaley, A.(2011).Deficit in switching between functional brain networks underlies the impact of multitasking on working memory in older adults.Proceedings of the National Academy of Sciences,108(17),7212-7217.
  17. Comrey, A. L.,Lee, H. B.(1992).A first course in factor analysis.Hillsdale, NJ:Lawerence Erlbaum Associates.
  18. DeVellis, R. F.(2012).Scale development: Theory and applications.Los Angeles, CA:Sage.
  19. Eveland Jr, W. P.,Dunwoody, S.(2000).Examining information processing on the world wide web using think aloud protocols.Media Psychology,2(3),219-244.
  20. Flanagin, A. J.,Metzger, M. J.(2001).Internet use in the contemporary media environment.Human Communication Research,27(1),153-181.
  21. Hwang, Y.,Kim, H.,Jeong, S. H.(2014).Why do media users multitask?: Motives for general, medium-specific, and content-specific types of multitasking.Computers in Human Behavior,36,542-548.
  22. Jeong, S.-H.,Fishbein, M.(2007).Predictors of multitasking with media: Media factors and audience factors.Media Psychology,10(3),364-384.
  23. Katz, E.,Blumler, J. G.,Gurevitch, M.(1974).Utilization of mass communication by the individual.Beverly Hills, CA:Sage.
  24. Lee, B.,Lee, R. S.(1995).How and why people watch TV: Implications for the future of interactive television.Journal of Adverlising Research,35(6),9-18.
  25. Lee, H.,Ryu, J.,Kim, D.(2010).Profiling mobile TV adopters in college student populations of Korea.Technological Forecasting & Social Change,77,514-523.
  26. Pilotta, J. J.,Schultz, D.(2005).Simultaneous media experience and synesthesia.Journal of Advertising Research,45(1),19-26.
  27. Pilotta, J. J.,Schultz, D. E.,Drenik, G.,Rist, P.(2004).Simultaneous media usage: A critical consumer orientation to media planning.Journal of Consumer Behaviour,3(3),285-292.
  28. Rosen, C.(2008).The myth of multitasking.The New Atlantis - A Journal of Technology & Society,20,105-110.
  29. Sherry, J. L.(2004).Media effects theory and the nature/ nurture debate: A historical overview and directions for future research.Media Psychology,6(1),83-109.
  30. Voorveld, H. A. M.(2011).Media multitasking and the effectiveness of combining online and radio advertising.Computers in Human Behavior,27(6),2200-2206.
  31. Voorveld, H. A. M.,Goot, M. v. d.(2013).Age differences in media multitasking: A diary study.Journal of Broadcasting & Electronic Media,57(3),392-408.
  32. Wang, Z.,Irwin, M.,Cooper, C.,Srivastava, J.(2015).Multidimensions of media multitasking and adaptive media selection.Human Communication Research,41(1),102-127.
  33. Wang, Z.,Tchernev, J. M.(2012).The "myth" of media multitasking: Reciprocal dynamics of media multitasking, personal needs, and gratifications.Journal of Communication,62(3),493-513.
  34. Wirth, W.,Pape, T. v.,Karnowski, V.(2008).An integrative model of mobile phone appropriation.Journal of Computer-Mediated Communication,13(3),593-617.
  35. Zhang, W.,Zhang, L.(2012).Explicating multitasking with computers: Gratifications and situations.Computers in Human Behavior,28,1883-1891.
被引用次数
  1. 李佳玲(2018)。影視作品在文創產業中的角色及影響：以韓劇《燦爛的守護神：鬼怪》為例。教育傳播與科技研究，118，47-64。
  2. 李政忠(2019)。行動上網對電腦上網與傳統媒體使用的影響之世代差異與跨時性趨勢描繪。新聞學研究，141，83-127。
  3. 張郁敏(2022)。Z世代媒介多工動機與消費決策信心：從眾、任務相關性、與資訊可診斷性之調節連續中介效果。新聞學研究，151，1-41。
  4. (2024)。電子口碑對於民宿消費動機、限制影響之研究：以i世代消費者為例。觀光旅遊研究學刊，19(1)，29-53。
print cancel