| DC 欄位 |
值 |
語言 |
| DC.contributor | 資訊管理學系 | zh_TW |
| DC.creator | 彭國芳 | zh_TW |
| DC.creator | Kuo-Fang Peng | en_US |
| dc.date.accessioned | 2004-7-7T07:39:07Z | |
| dc.date.available | 2004-7-7T07:39:07Z | |
| dc.date.issued | 2004 | |
| dc.identifier.uri | http://ir.lib.ncu.edu.tw:88/thesis/view_etd.asp?URN=88443006 | |
| dc.contributor.department | 資訊管理學系 | zh_TW |
| DC.description | 國立中央大學 | zh_TW |
| DC.description | National Central University | en_US |
| dc.description.abstract | 在媒體產業的經營管理議題中，如何透過內容設計的操作來有效營造內容使用者的好感進而影響其媒體使用行為，以增進媒體經營的競爭優勢，一直是媒體研究的核心課題之一。然而，隨著網路生活的逐漸成形，相關的研究文獻體系對於線上媒體的使用者行為研究卻仍相對不足，使得線上內容產業的發展大受阻礙。有鑑於此，本研究系統性地整合了網站態度與媒體可信度兩大研究體系，試圖透過理論模式的推導與實徵的測試，來解析網站的內容如何對線上內容瀏覽者的心理造成影響，以期能有助於線上內容產業內容方略之制定。
本研究以網站內容認知作為探討的觀點，推論內容網站使用者對於網站內容的認知，會透過其網站態度與媒體可信度的印象好感塑造，而最終正向影響其網站之使用傾向，而這樣的研究模型關係會否隨著某些情境因素的變化而產生調節作用，也將是本研究探索的另一主要目標。本研究以國內主要的專業新聞網站作為實證的情境，經過實驗室調查法的實徵收集，在549筆來自不同大學校園的自願學生樣本資料的抽樣規模下，我們運用了結構方程模型技術來嚴格檢測所提出的研究模型。
結果顯示，在計量地控制排除媒體品牌態度的干擾效果後，以網站使用者的內容認知觀點來看，網站內容的資訊性、娛樂性、組織性、互動性可以透過網站態度的塑造，而顯著地正向影響到使用者的未來預期使用與情感忠誠反應，不過，對於媒體可信度而言，除了也可顯著地正向影響使用者的網站態度與未來預期使用，則僅有來自於網站內容的資訊性、互動性與生動性的影響路徑受到支持。而在探索性的情境分析方面，我們發現，本研究所提出的研究模型內部關係，會隨著新聞網站的類型、使用者的性別、使用者的網路經歷、使用者的網路用量，與使用者對於網站的媒體品牌態度的不同，而產生某些顯著的變異。
這樣的研究成果結果除了支持了內容認知觀點對於線上媒體研究的重要性外，也能夠有助於線上媒體業者調整其內容方略的制定與訂定管理計畫，而釐清整體模型關係在不同的新聞網站特性與使用者特性區塊下的變異態勢，也將可深化新聞網站經營者在內容方略制定上的可操作性，使其能夠針對自己的經營特性、用戶特性與品牌強度，發展出更適合自己的內容設計方針。最後，本研究也對管理實務與學術上的意涵做出討論，並提出總體的結論與建議。 | zh_TW |
| dc.description.abstract | How to effectively manipulate web site content tactics to make web site content attractive or favorable for massive web users and keep them revisiting to generate advertising revenue has inevitably become one of the most important issues for the online content business. Despite of the importance and urgency of developing systematic knowledge to guide the web content design for the online content industry, in the literature, there has been relatively little research investigating how the web content perceptions influence web users’’ psychological responses and behavior.
Aiming on responding to this managerial question, the purpose of this study is to propose and test a research model portraying how the web content perceptions generate impacts upon the surfers exposed to content web sites, in addition, the exploration of contingency factors moderating those proposed theoretical relationships is also conducted. Specifically, a research model mainly integrating the AST theoretical model, telepresence theory, functionalism theory of attitudes, and media credibility research, is developed through the web content perception perspective. In order to solidly test this proposed theoretical model, an elaborately designed lab investigation utilizing the structural equation modeling technique is employed.
After collecting and analyzing 549 empirical survey observations of Taiwanese e-News site surfing in a controlled campus lab environment, the result of this study shows that most of our arguments are supported. Overall, effective content perceptual dimensions can help content web surfers to develop positive attitudes toward content sites and increase their perceived media credibility, which can in turn directly or indirectly induce their favorable behavioral usage disposition outcomes, such as expected web site usage and loyalty toward the site. In addition, contingency factors including site type, user’s gender, user’s Internet experiences and daily usage, are explored to be found to moderate some theoretical influencing paths within the proposed research model.
Such a proposed theoretical model with contingentization explorations not only has the potential to enrich the theoretical underpinning of Internet studies but also presents a practical framework to guide content policy formulations for various players with different operational contingencies within the online content industry. Detailed implications for both managerial research and practice are finally discussed. | en_US |
| DC.subject | 結構方程模型 | zh_TW |
| DC.subject | 電子新聞 | zh_TW |
| DC.subject | 媒體可信度 | zh_TW |
| DC.subject | 網站態度 | zh_TW |
| DC.subject | 線上內容產業 | zh_TW |
| DC.subject | 網站內容認知 | zh_TW |
| DC.subject | structural equation modeling | en_US |
| DC.subject | e-News | en_US |
| DC.subject | perceived media credibility | en_US |
| DC.subject | online content industry | en_US |
| DC.subject | web content perceptions | en_US |
| DC.subject | attitude toward the web site | en_US |
| DC.title | 新聞網站之態度、媒體可信度與使用傾向之研究 | zh_TW |
| dc.language.iso | zh-TW | zh-TW |
| DC.title | A Study of the Attitudes, Media Credibility, and Usage Dispositions in e-News Sites | en_US |
| DC.type | 博碩士論文 | zh_TW |
| DC.type | thesis | en_US |
| DC.publisher | National Central University | en_US |