大學生的媒體使用行為與壹週刊可信度之研究

Abstract

在壹週刊可信度的影響因素方面，本研究顯示，涉入程度是媒體可信度的重要預測變項。對壹週刊內容愈感興趣、閱讀壹週刊愈專注、或愈喜歡與人討論壹週刊內容的大學生，愈肯定壹週刊的報導可信與社會關懷面向，而且愈不認為壹週刊煽情。此外，平日電視與報紙使用愈多的大學生，愈認為壹週刊的報導不可信。愈常接觸壹週刊的大學生，則對壹週刊的報導可信面向評價愈高。本研究的主要目的在於瞭解台北縣市大學生之媒體使用行為、壹週刊可信度、及媒體相對可信度。本研究之主要結果如下：就媒體使用而言，大學生最依賴電視與網路，平面媒體使用時間不多。就同一娛樂新聞事件的報導而言，五成七的大學生最信任來自最常接觸的電視頻道的報導，約三成七最信任報紙，僅少數人最信任壹週刊。就可信度的三個面向而言，多數大學生肯定壹週刊內容的社會關懷面向，但咸認其煽情程度不低，報導可信面向不理想。因此，強調跟蹤與偷拍的報導模式也許有助刺激發行量，但圖像未必是媒體可信度的保證。\\r

This study has 2 major purposes. The first purpose is to understand Taipei’s university students’ mass media use. The second is to investigate those university students’ perception of the Next Magazine credibility and the predictors of media credibility. The results of this study indicated that Television was the most important information source of Taipei’s university students, and the printed media were the least. For the 3 factors of the Next Magazine credibility, most university students regarded the Next Magazine sensational but not credible enough. Even for entertainment news, the Next Magazine’s credibility was lower than the Television channel and the newspaper that the university students most frequently used. Besides, this study found that the more time the university students spent on the Next Magazine, the more credible they valued the Next Magazine. The more degree of involvement the university students got in the Next Magazine, the higher degree of credibility and the less degree of sensation they evaluated the Next Magazine. Therefore, involvement was a very important predictor of media credibility.