| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 97 === In comparison to the vigorous development abroad, SIMM (Simultaneous Media Use) is still a lack of in-depth study in Taiwan, regardless of theory or the industry. Therefore, this article selects an investigation in 2003, to explore its relationship with demographic variables and daypart. Besides, review of the literature, this study discusses with multitasking first, then contains the theory from Cognitive Psychology, and supplemented by Social Psychology. Finally, the development of the three research questions, respectively, for "Use or do not use," "The use of quantity of media," "The use of media types and priorities", will be a complete analysis of architecture.
About this study’s research methods, there are two: one study, questionnaire method of quantitative research, discussed the use of the media in 2003. Study2 is interview method of qualitative research, and this study invites seven media planning-related workers, to share the research findings from study1 and describe the current status with possible future development.
Foundlings show that, SIMM in 2003, is not common, but still a little depiction of those users’s appearance. As for this phenomenon to give the industry a positive sense, is to discuss whether to have included in media planning, the possibility of assisting the development of the present predicament, and to study what is the direction in the next.
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