| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 97 === This research mainly comprises an investigation on the uses and gratifications of “COMMERCIAL TIMES” by stock market investors; the scope of research is to understand what the characteristics of the readers of “COMMERCIAL TIMES” are; what the reading motives of these readers are; whether the reading motives of these readers correlate to gratification and for readers with different population variable, if there isany difference in reading motive and gratification.
This research adopts a questionnaire survey method to collect sample information from the research targets, who are readers of “COMMERCIAL TIMES” who invest with limited money. A total of 400 questionnaires were issued , with 261 valid questionnaires returned. A statistical analysis was conducted.
Findings of this research are summarized as below.
1. The readers’ motives for reading the “COMMERCIAL TIMES” can be categorized into three large factors: information mastering, content characteristic exploration,and interpersonal interchange.. Through factor analysis, gratifications after reading can be categorized into two large factors, which are information mastery gratification and content characteristic exploration and interpersonal interchange.
2. The top three motives that readers of “COMMERCIAL TIMES” pay most attention to are: collecting stock market information, enriching one’s own stock market knowledge and looking for stock market investment opportunities. The three lowest motives are: reading about operation success on the part of enterprise owners, enriching content for discussions and obtaining others’ comments that conform to my position.
3. The three highest ranked gratifications after reading are: enriched knowledge of the stock market, have collected information and have sought out stock market investment opportunity. The lowest ranked gratifications are: knowing how enterprise owners operate successfully, enriching content for discussions and having own position affirmed by that of others.
The overwhelming motivation of those reading the “COMMERCIAL TIMES” is just to seek stock market information and master investment tools. Correspondingly, the gratifications after reading and the motives of readers are uniform. However, by comparing the average scores for motives and gratification, it can be known that the content of the “COMMERCIAL TIMES” could benefit from enhancement so as to obtain maximum reader gratification.
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