因人而異的新聞消費行為：整合新聞媒介與新聞品牌的新思維

Demographics and News Consumption Behavior: New Typology That Integrates News Media and News Brand

10.6195/cjcr.2012.21.03

張郁敏(Yuh-Miin Chang)

人口統計變項 ； 同時性 ； 非同時性 ； 新聞消費行為 ； 跨品牌 ； 跨媒介 ； demographics ； simultaneous ； nonsimultaneous ； news consumption behavior ； cross-brand ； cross-media

中華傳播學刊

21期（2012 / 06 / 01）

81 - 117

繁體中文

本研究目的為提出一個整合新聞媒介與新聞品牌的新聞消費行為分類方式，用以瞭解不同新聞閱聽眾的新聞消費行為。研究發現社會上的優勢族群顯著較常有「非同時性跨媒介跨品牌」新聞消費行為，反之社會上較不受重視的族群則較常有「單一媒介跨品牌」新聞消費行為，且較不同意他們會同時透過電視與網路閱覽新聞。整體而言，本研究發現整合新聞媒介與新聞品牌兩者，才足以觀察新聞消費行為的全貌，且幫助新聞業者擬定更適切的競爭策略。

This study proposes a new typology for news consumption behavior and examines the relationship between demographics and news consumption behavior. The results showed that the socially privileged group tended to have ”nonsimultaneous multiple media and multiple brands” news consumption behavior, whereas the socially underprivileged group tended to have ”single medium and multiple brands” news consumption behavior. Additionally, the socially underprivileged group were less likely to consume news from both television and the Internet simultaneously. Overall, the new typology, which integrates news media and news brands, is more appropriate for observing current diversified news consumption behavior and enhances the competitivity of professionals.

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