本研究之主要目的在於描繪電子報讀者之人口特徵、閱讀行為，以及人口特徵、生活型態是否會影響讀者的閱讀行為和選擇決策。本研究以人口統計變項、閱讀行為變項、生活型態變項、選擇決策變項四大部分設計問卷，以電子報讀者為對象，利用網路調查法蒐集資料，共回收335份有效問卷。再運用SPSS統計軟體10.0版分析問卷之資料，所得之重要發現如下：一、電子報讀者年齡集中在16至45歲之間，教育程度也偏向高學歷。二、較關懷社會與國家之讀者，以電子報來閱讀新聞之習慣也有比較久的時間。三、以點選我的最愛進入所欲閱讀電子報之讀者比透過搜尋引擎與透過其他網站連結進入所欲閱讀電子報之讀者更具有高忠誠度。四、教育程度在高中（職）以下之讀者，比較注重電子報之互動性；教育程度在大學（專）以上之讀者，比較注重電子報之正確性。五、各個生活型態之讀者皆與選擇決策之「互動性」呈顯著相關。 The main purpose on this research is to illustrate the profile of electronic newspaper readers and their reading behavior. Furthermore, the other purpose is to realize weather the readers’ profile and their life style may affect their behavior and choosing decisions or not. According to the four main parts: the variation on population statistics, reading behavior, choosing decisions, and life style, I designed a questionnaire. The targets of this research were the electronic newspaper readers, who finished this survey on the Internet. I took back 335 copies of effective questionnaires. Moreover, I used the software, SPSS v10.0, to analyze these materials. The results appear as follows:1.Most of electronic newspaper readers lie on the age between 16 and 45. In addition, their education level deviate to high schooling record.2.Comparatively, the readers taking more care of society and nation have cultivated to read news by electronic newspapers for quite a long time.3.The readers who click “my favorite ” to link to their desired electronic newspapers have higher faith than the readers who link to electronic newspapers by searching engine or other websites.4.The readers, whose education level is in high school and below, pay more attention to the interaction of electronic newspapers；On the other hand, the readers, whose education level is in university or above, emphasize on the accuracy of electronic newspapers.5.The readers of different life styles appear correlation on the interaction of choosing decisions.
