| 摘要: | 智慧型手機的興起，帶動了傳播與閱讀的新革命，隨著行動載具的崛起，許多雜誌社、出版社與報業都跨進了數位閱讀的市場，通訊業者也紛紛宣告結合出版社與報社推出線上閱讀內容；遠見雜誌認為，民眾閱讀習慣已逐漸棄紙本而朝數位閱讀移動，城邦集團首席執行長何飛鵬更是認為，2010是紙本閱讀衰退的元年，卻也是數位閱讀的發光元年（Upaper, 2010）。
本研究採用網路問卷調查法，問卷設計主要是以Ventakesh et. al（2003）的文獻為主軸加以修改，除此之外還參考其他國外研究中，有關智慧型手機或UTAUT Model相關文獻，並針對本研究之研究問題與研究架構所建構而成；援引UTAUT模型，用初探的方式，利用PTT為網路問卷發放平台，以使用智慧型手機的使用者為目標群眾，探討在閱讀行為改變、閱聽眾流失、數位閱讀興起的年代，如何利用智慧型手機，讓人們透過行動應用或行動網頁的瀏覽，再次養成閱讀和每日讀報的習慣，讓閱讀不死，而是轉往數位化的道路繼續發展。並且試著找出傳統媒體業者該如何整合平面資源的方法，以新媒體思維與策略來迎接此一不可擋的趨勢，在這「數位閱讀」的時代下，傳統紙本內容轉換到數位平台，對內容業者來說可能是個危機，但相對也會出現全新的機會，能夠整合資源者，就有機會成為贏家。
研究結果顯示，研究架構中的四項採用因素：「績效預期」、「易用預期」、「社會影響」、「便利性」，對使用意圖呈顯著正面影響的關係；在性別與使用經驗為干擾變數的情況下，與以往研究不同的是，性別在干擾變數上並沒有對於行為意圖的決定有太多影響，但是使用經驗卻是在各項採用因素中，都扮演顯著影響力的角色。近年來，行動媒體（mobile media）成為新主流，以觸控螢幕為主的智慧型手機加強行動通訊服務，更多元而密集的行銷方式，以及更平易近人的價格，幫助消費者對行動新聞（mobile news）的接受度。在最初的研究中，人們使用行動新聞是為了填補空檔（interstices）（Dimmick et al., 2011; Nel & Westlund, 2012），但後來的研究卻發現，雖然人們一開始使用行動新聞的確是為了打發時間，卻漸漸成為習慣，轉變成隨時隨地都想看新聞（Westlund et al., 2011）；也就是說行動新聞是傳統媒體目前來說最大的機會。
關鍵字：UTAUT，Smartphone，行動閱讀，行動新聞，智慧型手機
The popularity of smartphone has brought the innovation of communication and reading. As the rise of mobile devices, many publishers and newspapers have developed the market of digital reading. What’s more, communications industy collaborate with magazines and newspaper publishers releasing many online readings. According to Global Views Monthly, reading habits have been changed from paper-based to digital. Moreover, the CEO of cite publishing states that 2012 is the year of the decline of paper-based reading and the year of increase of digital reading (Upaper, 2010).
In this study, we use internet survey, the questionnaire is created by modifying the survey from Ventakesh et al. (2003), and others papers. It is based on UTAUT model with exploratory, aiming the target participants at PTT users. The purpose of this study is discussing changes of reading habits, loss of readers. In the rise of digital reading, how people use applications in smartphone and mobile web to develop a new habit of reading daily. By doing this, reading habit is not distinguishing but turns to a path of digitalization. Moreover, this study is discussing how the traditional media can combine the paper-based sources and create new media ideas, using strategies to face the popular trend. In the era of digital reading, the change from paper-based content to digital content could be a threat to publishers; however, this could be a great chance to become a winner if they can successfully combine all kinds of sources.
The result shows the positive influence between behavioral intention and the four factors: effort expectancy, performance expectancy, social effect, and convenience. However, using gender and experience as moderator variables, gender does not affect behavioral intention but experience plays an important role in each factor. In recent year, mobile media has become a new trend. Smartphone with touch screen, add-value services, marketing strategies, and friendly prices help people to accept mobile news. Although in the first study, people read mobile news to make up interstices (Dimmick et al., 2011; Nel & Westlund, 2012), following studies found out that reading mobile news became as habit gradually (Westlund et al., 2011). It turned out to be that people want to read news at anytime. In shorts, mobile reading is a great chance for traditional media.
Key word: UTAUT, Smartphone, mobile news, digital reading, mobile media |
