A STUDY ON MOTIVATION AND DECISION FROM READERS WHO SUBSCRIBE TO A PAY E-PAPER

• Main Authors: Hsiao-ling Lin, 林小玲
• Other Authors: Chien Yu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/62953363094710098351

碩士 === 南華大學 === 出版事業管理研究所 === 93 === 　　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 their marketing 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.