| Summary: | 碩士 === 南華大學 === 出版事業管理研究所 === 93 === 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.
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