| 摘要: | 在這資訊科技普及的時代，網路成為行銷宣傳的新管道，現今台灣傳播媒介的走向也已漸漸改變。國內報業以不同的規模、取向及型態加入發行電子報的行列。現今電子報從新聞性主題轉型至主題式內容，採用多媒體形式由E-mail傳遞，也從免費電子報轉變至付費電子報。以往的研究皆探討新聞性或免費電子報，有關付費電子報的文獻則是少之又少。本研究著重讀者可能訂閱付費電子報的動機與決策行為，以問卷的方式對讀者進行調查，從數據中整理、推論並以此為依據對業者提供擬定行銷策略時的參考建議。 本研究根據研究目的，在人口統計變項、訂閱動機和影響決策因素等變項上設計問題，針對有上網且知道電子報的網路族群進行問卷填答。本研究利用有訂閱與未訂閱分為二大族群，了解有訂閱與未訂閱在訂閱動機及影響決策因素的差異，以利業者在發行時更有效的設定行銷策略。 研究發現，得到以下主要結論：1.不同人口統計變項之付費電子報讀者之訂閱動機、影響決策部分具顯著差異。2.讀者訂閱付費電子報之經驗不同與訂閱動機、影響決策因素上也具部分顯著差異。3.影響決策方面，訂閱付費電子報的讀者則是認為電子報的通路影響其訂閱付費電子報的決策。4.電子報收費機制與讀者訂閱訂閱動機及影響決策因素均有關聯性。
As Information Technology being popular, the Internet becomes a new way of marketing. Moreover, the trend of media in Taiwan is gradually changing now. The newspaper in Taiwan publishes e-paper by different scale, way, and type. The e-paper (publishing on the Internet) changes from news topic to various topics, sends multimedia by e-mail, and changes from free e-paper to pay e-paper (an e-paper that is paid, not is given for free). In the past, all studies always focused on news or free e-paper, Furthermore, the references about pay e-paper are almost nothing. In this study, I pay attention to possibility of motivation and decision from readers who subscribe pay e-paper, and design questions of survey. Based on my analysis and inference from the survey, it is a suggestion for publishing companies planning theirmarketing strategy. According to the main purpose of this study, I design the questions of this survey by three variables, different population statistics, the reader’s motivation of subscription, and decision of subscription. In addition, I only focus on the Internet group who have used the Internet and known e-paper for my survey. I divide whole group into two parts, one is the people who subscribe and the other one is the people who do not, to understand the differences in the motivation from people who subscribe e-paper or not and the subscribing decision Publishing companies can plan their marketing strategy more efficiently. The follows are main conclusion of this thesis:a) The motivation and decision of subscribing from readers who pay for e-paper in variable, different population statistics has variance.b) The different experiences from a reader who subscribes pay e-paper, the reader’s motivation of subscription and decision of subscription have variance.c) In decision, the readers who subscribe and pay e-paper think the way of e-paper influences their decision for subscribing pay e-paper.d) The system of charging for e-paper, the reader’s motivation of subscription, and decision of subscription are related. |
