| Summary: | 碩士 === 南華大學 === 文化創意事業管理學系 === 101 === Though we are living in an era of information explosion in which informationcan be found everywhere, newspapers are still the major providers of information not only offering the most complete reports but also the source of TV and network news.Among the major newspapers in Taiwan, Apple Daily, though a late comer, is becoming the leader of agenda-setting and topicality. Reasons of its fast growing include taboo issues; photographs and words with sanguinary, sensation, and sexual explicit; and ways of issue operation. Despite its contradictory characteristics, the readership rate of Apple Daily is still among others according to different audience media use behavior surveys.
Due to its controversial nature and high readership rate, how is the acceptance of such newspaper for relatively conservative elementary school teachers? This study is aimed to investigate the reading motivation, behavior, and satisfaction of elementary school teachers on Apple Daily.
In this study, several statistical analysis methods were used including t-test, one-way ANOVA analysis, post hoc tests, and factor analysis method for hypothesis testing of reading motivation and reading satisfaction as well as the multiple linear regression analysis for the reading satisfaction predictable analysis between reading motivation and satisfaction. The descriptive statistical analysis was presented for the reading behavior.
The research results show that different demographic variables are not sufficient to cause a significant impact on reading motivation of "recreation" and " information access"; while the reading satisfaction of “content features” and“information acquiring” is higher comparing to those who served as administrative positions and mentors. Also, the reading satisfaction of “information acquiring” is higher comparing to those whose years of teaching are “11-15 years”to“16-20 years”. On the predictable analysis, “recreation” on reading motivation has higher predictable effect on reading satisfaction of the newspaper.
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