英語學習市場之資源競爭研究－以區位理論分析

Research on Competition in the English Learning Market: A Niche Analysis

10.30104/CYMR.201104.0003

李展全(Jan-Chen Li)；李雅靖(Ya-Ching Lee)

區位理論 ； 英語學習市場 ； 競爭性替代 ； 社交 ； 經濟 ； 互動 ； Niche theory ； English language learning market ； Competitive displacement ； Socialize ； Economic ； and Interaction

中原企管評論

9卷1期（2011 / 04 / 01）

53 - 73

繁體中文

本研究以區位理論分析台灣英語學習市場中，傳統雜誌與新興線上學習媒體之競爭關係。本研究探討媒體消費者滿足區位，分析不同媒體的資源利用情況並評估競爭優勢。研究發現，兩種媒體的競爭激烈，其中又以線上學習掌握資源種類較多，且線上學習之於傳統雜誌已產生替代現象。線上學習在「社交」、「經濟」、「互動」等方面佔有優勢。本研究建議，英語教學媒體應致力強化社交、經濟、與互動，以取得市場競爭優勢。

The study aims to analyze the competition relationship between the magazine and online English learning market with a niche analysis. This study compares the gratification niches of the two media. It measures the patterns of resource uses and to assesses their superiorities. The findings discover that there is a strong competition relationship between the two media. The E-learning meets a wider spectrum of needs and has a competitive displacement effect on the print magazine. The results indicate the E-learning's superiority over print magazine on the ”socialize,” ”economic,” and ”interaction” dimensions, whereas neither medium is superior on the ”choices” dimension. Significantly, the superiority in convenience of the E-learning may contribute to decreasing magazine use. The findings suggest that an English learning medium should endeavor to provide socialize, economic, and interaction in order to gain competitive advantages.

1. 張意曼、陳柏宏(2003)。從區位理論的觀點探討電子報與傳統報紙在內容上的異同：以中時報系的電子報與報紙為例。傳播與管理研究，2(2)，209-230。
   連結：
2. 陳映竹，2008年，「網路發達線上學英文成人新寵兒」，中廣新聞，5月14日
3. Alexamder, I. O.(ed.),Carveth, R.(ed.)(1993).Media Economics: Theory and Practice.Hillsdale, NJ:Lawrence Erlbaum Associates.
4. Boisvert, L.(2000).Web-based Learning.Information Systems Management,17(1),35-41.
5. Bray, E.,Aoki, K.,Dlugosh, L.(2008).Predictors of Learning Satisfaction in Japanese Online Learning.The International Review of Research in Open and Distance Learning,9(3)
6. Colinvaur, P.(1993).Ecology.Canada:John Wiley and Sons.
7. Dimmick, J.(1997).The Theory of Niche and Spending on Mass Media: The Case of the Video Revolution.Journal of Media Economics,10(3),33-43.
8. Dimmick, J.,Albarran, A.(1994).The Role of Gratification Opportunities in Determining Media Preference.Mass Communication Review,21(3and4),223-235.
9. Dimmick, J.,Chen, Y.,Li, Z.(2004).Competition between the Internet and Traditional News Media: The Gratification-Opportunities Niche Dimension.Journal of Media Economics,17(1),19-33.
10. Dimmick, J.,Kline, S.,Stafford, L.(2000).The Gratification Niches of Personal e-mail and the Telephone: Competition, Displacement and Complementarity.Communication Research,27(2),227-248.
11. Dimmick, J.,Patterson, Scott J.,Albarran, A. B.(1992).Competition between the Cable and Broadcast Industries: A Niche Analysis.Journal of Media Economics,5(1),13-30.
12. Dimmick, J.,Rothenbuhler, E.(1984).The Theory of the Niche, Quantifying Competition among Media Industries.Journal of Communication,34(1),103-119.
13. Dimmick, J.,Wallschlaeger, M.(1986).Measuring Corporate Diversification: A Case Study of New Media Ventures by Television Network Parent Companies.Journal of Broadcasting and Electronic Media,30(1),1-14.
14. Peterman, T. W.(2000).Elements of Success at A Traditional/Virtual University: Lessons Learned from Three Years of Growth in Cyberspace.Journal of Academic Librarianship,26(1),27-33.
15. Poelmans, S.,Wessa, P.,Milis, K.,Bloemen, E.,Doom, C.(2008).Usability and Acceptance of E-learning in Statistics Education, based on the Compendium Platform.Proceedings of the International Conference of Education, Research and Innovation,Madrid, Spain:
16. Randle, Q.(2003).Gratification Niches of Monthly Print Magazines and the World Wide Web among A Group of Special-Interest Magazine.Journal of Computer-Mediated Communication,8(4)
17. Rice, R.(ed.)(1984).The New Media.Beverly Hills, CA:Sage.
18. Sørebø, A.,Sørebø, Ø.(2008).Understanding E-learning Satisfaction in the Context of University Teachers.World Academy of Science, Engineering and Technology,46,72-75.
19. Wu, J.,Hsia, T.,Liao, Y.,Tennyson, R.(2008).What Determinates Student Learning Satisfaction in a Blended E-learning System Environment?.Proceedings of 2008 Pacific Asia Conference on Information Systems,Suzhou, China:
20. 王曉慧(2000)。碩士論文(碩士論文)。國立高雄師範大學教育學所。
21. 江靜之(1998)。碩士論文(碩士論文)。輔仁大學大眾傳播研究所。
22. 李秀珠(1998)。市場競爭對台灣無線電視之影響：從節目區位談起。廣播與電視，3(4)，143-160。
23. 李秀珠、彭玉賢、蔡佳如(2002)。新傳播科技對台灣新聞媒體之影響：從新聞內容之區位談起。新聞學研究，72，27-54。
24. 彭玉賢(1999)。碩士論文(碩士論文)。國立交通大學傳播研究所。
25. 蔡佳如(1999)。碩士論文(碩士論文)。國立交通大學傳播研究所。

1. 高翎紘、吳政叡(2016)。英語數位資源的學習動機與滿意度之研究：以輔仁大學大學部學生為例。圖資與檔案學刊，89，77-107。