| 摘要: | 出版刊物的功能，必須在其傳播的理念、知識及資訊，能夠為閱讀群眾所接受，其出版目的方能達成。本研究以正因文化事業有限公司發行的〈和樂新聞〉為研究對象，對其讀者的閱讀行為、閱讀效果及和樂新聞內容進行重要性、滿意度的分析，以期望了解此份報紙是否達成其功能與價值？ 本研究採問卷調查法，使用人口統計變項、閱讀行為、閱讀效果、閱讀重要性與滿意度等變數設計問卷，並以描述性統計分析、因素分析、卡方檢定、獨立樣本t檢定與單因子變異數分析、IPA 等方法進行分析，以驗證各變項之差異性及相關性。結果發現，不同人口統計變項對閱讀行為、閱讀效果、閱讀的重要性、滿意度有顯著差異。 研究結果顯示，女子部和學生族群的閱讀行為上有較高比例只看喜歡的單元，因此建議編輯單位可依據實務運作上可行範圍之下，針對不同組織之需求發行分刊，如此不但可以更符合各組織對和樂新聞之需求，也可有更豐富的內涵提供讀者選擇，為分刊進行分流及個別化，也能進而提供讀者多樣選擇和增進內容的廣度和深度。在閱讀效果上，得分最高的是「學習與自我成長」這個分向度，「獲取生活或教育新知」向度則最低，因此建議和樂新聞在刊物內容可提升關於生活和教育新知內涵的廣度和深度。 本研究結果由IPA分析發現呈現高重要性且高滿意度的前兩名內容皆為「池田SGI會長指導」、「體驗談」，由此可知，閱讀〈和樂新聞〉有助於創價學會組織內部更具有凝聚力，學會員加強深化對信仰的瞭解且提高對創價學會的認同及忠誠度。
The functions of the publication are delivering the concepts, knowledge and information, and being accepted by the readers to achieve the purpose of the publication. The objects of this study are based on the publisher of Cheng-Yin Cultures Published Ltd, Harmony Press Newspaper. We would like to understand whether the functions and values of the Harmony Press Newspaper achieve or not by evaluating the reading behavior and reading effects, and analyzing the importance and satisfaction of Harmony Press Newspaper. This study is adopted the questionnaires. The design of the questionnaires is based on the variables of the characteristics of reading populations, reading behaviors, reading effects, and the importance of satisfaction. The results of this study are analyzed by described statistics, factors analysis, Chi-square test, independent t-test, single variable variation analysis and IPA to evaluate the differences and relationships among the variables. There are significant differences between the characteristics of the reading population and reading behaviors, reading effects and the importance of reading in our study. The results of reading behaviors in our study show that a larger proportion of females and students only read the units of the newspaper they favor. Therefore, we suggest the editors of the newspaper to publish their publications based on the demands of different organizations to fit the requirements of different groups and enrich the contents. Thus the newspaper would be individualized, provide more choices for the readers and promote the wider and deeper contents. In the reading effects, the dimensionality of learning and grow in life gets the highest scores, but the dimensionality of getting the knowledge of life and education gets the lowest scores. As a result, we suggest the Harmony Press Newspaper to improve the width and depth of the contents about the knowledge of life and education. The first two important and satisfactory contents are the guidance from Ikeda President of SGI and the experience of life. Thus reading Harmony Press Newspaper will improve the cohesion, strengthen the organization commitment and promote the loyalty to the Soka Gakkai International. |
