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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/33085


    Title: 雜誌業採用便利商店付費方式之研究
    Authors: 胡玉城
    Hu，Yu-Cheng
    Contributors: 張寶芳
    Chang，Pal-Fang
    胡玉城
    Hu，Yu-Cheng
    Keywords: 創新傳佈
    破壞性創新
    內容產業付費模式
    便利商店繳款單
    Diffusion of Innovation
    Disruptive Innovation
    Magazine payment model
    7-eleven payment model
    Date: 2005
    Issue Date: 2009-09-17 15:28:00 (UTC+8)
    Abstract: 本研究企圖從Rogers創新傳佈的觀點探討科技特質因子如何影響雜誌業採用新型態便利商店繳款單付費方式。研究採問卷調查法，有效問卷68份。統計分析結果發現：一、創新傳佈理論五項科技特質中相對利益、相容性、可觀察性因子與採用採用新型態便利商店繳款單付費方式之決策有關。二、決策階段之科技導入評估因子：選用程度、作業程度、補償程度與採用決策有關。三、科技特質因子與科技導入評估因子之間交互相關。四、不同雜誌組織對於便利商店付費方式有顯著不同差異。發行規模較小的公司(發行量低於一萬份或雜誌代理商)，反而願意投入掌握新市場。本研究建議未來可延伸以破壞性創新理論，繼續探討創新付費模式是否能使新進市場的媒介組織擁有優勢，對於未來數位內容、網路分類廣告等是否採用創新付費機制，都將具有啟發作用。
    The research uses Roger’s diffusion of innovation theory to explore how magazines adopt an alternative new payment method to sale magazines－using 7-11 chain stores barcode method. A total of 68 valid questionnaires were collected. The results support our hypotheses that the relationships exist between technology characteristics of the new payment method and the adoption; second, the organizational size and types of the magazine affect the adoption. The research suggests that future research consider using Christensen’s desruptive innovation theory to examine innovative payment models, especially in the area of digital contents and e- classified.
    Reference: 中文專書部分
    1. 李金銓(1994)。《 大眾傳播理論》。台北：三民書局。
    2. 翁秀琪(1998)。 《大眾傳播理論與實證》。台北：三民書局。
    3. 楊世瑩(2005)︰《SPSS統計分析實務》。旗標出版公司。
    4. 中華民國2002年出版年鑑(民90)，台北︰文建會。
    5. 傑佛瑞･摩爾 (1991)。《跨越鴻溝》。臉譜：陳正平譯。
    6. 克里斯汀生、雷諾 (2001)。《創新的兩難》。商智文化：吳凱琳譯。
    7. 克里斯汀生、雷諾 (2003)。《創新者的解答》。天下文化：李芳齡、李田樹譯。
    8. 克里斯汀生、安東尼、羅斯 (2004)。《創新者的修練》。天下文化：李芳齡譯。
    中文論文部分
    1.朱國良(民89)：《報紙消費者購買決策因素之研究—以大台北區零售報為例》。台北︰世新大學傳播研究所碩士論文。
    2.李堉梅(民92)︰《消費者購買財經雜誌決策因素之研究》。嘉義南華大學出版學研究所碩士論文。
    3.吳家楹(民92)︰《影響電腦雜誌消費者購買決策之研究-以台灣網路族群為例》。嘉義南華大學出版學研究所碩士論文。
    研討會部分
    1.史都華 (2005)。〈投資雜誌在亞洲〉，「二○○五年台北國際雜誌研討會」專題演講。台北，雜誌公會。
    2.艾安麗 (2005)。〈媒體購買眼中的亞洲雜誌市場〉，「二○○五年台北國際雜誌研討會」專題演講。台北，雜誌公會。
    3.金惟純 (2005)。〈台灣雜誌發展的現狀與展望〉，「二○○五年台北國際雜誌研討會」專題演講。台北，雜誌公會。
    4.和田美代子 (2005)。〈時尚雜誌在亞洲〉，「二○○五年台北國際雜誌研討會」專題演講。台北，雜誌公會。
    5.黃智成 (2005)。〈英文媒體在亞洲〉，「二○○五年台北國際雜誌研討會」專題演講。台北，雜誌公會。
    6.麥葛文 (2005)。〈一個雜誌出版人在亞洲 -34年歷程的里程碑〉，「二○○五年台北國際雜誌研討會」專題演講。台北，雜誌公會。
    7.勝見亮助 (2005)。〈雜誌是反映時代的鏡子〉，「二○○五年台北國際雜誌研討會」專題演講。台北，雜誌公會。
    8.艾安麗 (2005)。〈媒體購買眼中的亞洲雜誌市場〉，「二○○五年台北國際雜誌研討會」專題演講。台北，雜誌公會。
    9.AC Nielsen (2005)。〈Magazine Market In Asia：Media Agency View Point〉，「二○○五年台北國際雜誌研討會」專題演講。台北，雜誌公會。
    英文文獻
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    Dunphy, S. & Herbig ,P. A. (1995). Acceptance of innovations: The customer is the key ! The Jouranl of High Technology Management Research, 6, No.2, 193-209
    Gallivan, M. J. (2001). Organizational Adoption Assimilation of Complex Technological Innovations: Development and Application of a New Framework. Advances in Information Systems, 32, No. 3, 51-85.
    Hoyer, W.D. & MacInnis, D. F.(1997). Consumer Behavior. Houghton Mifflin
    Jackson, B. A. (2000) . Technology acquisition by terrorist groups: Threat assessment informed by lessons from private sector technology adoption. Studies in Conflict & Terrorism, 24, 183-213
    Jassen,W. B. & Peters K. J. (2002). Prediction Technology adoption to improve research priority – Setting. Agricultural Economics, 28,151-164.
    Kim, S. (2002). Firm characteristics influencing the extent of electronic billing adoption: an empirical study in the US telecommunication industry. Telematics and Informatics, 19, 201-223.
    Lederer, A. L. , Maupin, D. J. , Sena, M. P. ,& Zhuang, Y. (2000). The technology acceptance model and the World Wide Web. Decision Support System, 29, 269-282.
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    McDade, S. R., Oliva ,T. A. ,& Pirsch, J. A. (2002). The organizational adoptionof high-technology product “ for use” Effects of size, preferences, and radicalness of impact. Industrial Marketing Management, 31, 441-456.
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    Description: 碩士
    國立政治大學
    傳播學院碩士在職專班
    92941014
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0092941014
    Data Type: thesis
    Appears in Collections:[EMA Program in Communication] Theses

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