Abstract
As we all know, a new type of media appeared as the development of internet, such as blogs, podcasts, electronic papers (e-papers), electronic magazines (e-magazines), which have played a prominent role in our daily media lives. A new generation of e-magazines, appeared in 2004, have gained a large number of users, and this market is still in developing. The media usage behaviors are consisted of users’ acknowledgement, attitude and use-pattern to the media. Previous studies demonstrated that media usage behaviors are not only related with users’ demographic characteristics, 帮写国际传播硕士论文but also related with their life style, which is formed by different culture, and then affects people's media usage behaviors. This paper studied how individual difference and people’s different life style influence e-magazine usage behavior in China. Through exploration factor analysis and cluster analysis, three types of lifestyle group (positive, practical, conservative) were found. The ANOVA results and crosstabs showed that the three lifestyle groups had different usage behaviors, including reading types, reading motivation, reading preference and willingness to pay.
List of figures
Figure 1: Industry Chain of e-magazines production………………………………………6
Figure 2: Kline’s model about lifestyle and behavior of using media…………………9
Figure 3: Research framework…………………………………………………………11
List of Tables
Table 1: Distribution of demographic variables………………………………………. 18
Table 2: Distribution of usage behavior…………………………………….………….20
Table 3: Read types distribution…………….…………………………………………...22
Table 4: Reading motivation distribution………………………………………..……..23
Table 5: Reading preference distribution……………………………………………….23
Table 6: Reading consumption distribution…………………………………………….24
Table 7: Participation in making e-magazines………………………………………….25
Table 8: Factor analysis results…………………………………………………………27
Table 9: Cluster analysis results………………………………………………..............29
Table 10: ANOVA results…………………………..……………………………………...30
Table 11: Scheffe Multiple Comparisons Analysis results……………………………..31
Table 12: Chi-square test for demographic variables in lifestyle clusters……….………33
Table 13: Hypothesis 2 testing……………………………………………………..…..35
Table 14: Crosstabs of sex and lifestyle clusters……………………………………….35
Table 15: Chi-square test for usage behavior in lifestyle clusters……………………......36
Table 16: Crosstabs of usage behavior and lifestyle clusters………………………......37
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