跨世代行動上網與電視並用行為與動機

Abstract

行動上網與媒介並用行為越趨盛行，其中以行動上網與電視並用最為常見，然而國內外卻缺乏相關研究。有鑑於此，本研究的目的在於瞭解臺灣不同世代的民眾是否有不同的行動上網與電視觀看並用行為，以及此類行為是否受制於不同的動機。本研究透過全省隨機面訪，研究結果顯示網路世代顯著比X世代與戰後嬰兒潮世代較常有此類媒介並用行為，而且網路世代在並用這兩個媒介時，注意力顯著集中在行動網路上的資訊，而兩個年長世代則是將注意力集中在電視節目內容上。此外，本研究發現三個世代的媒介並用動機是一致的，包含方便習慣與認知地位兩者。這些研究結果支持了本研究所提出的跨世代媒介並用行為理論與媒介並用動機分析觀點。

Simultaneous mobile internet and television usage has been getting very popular. Few, if any, studies explicated generational differences in this type of media multitasking behaviors. This study is the first to examine whether different generations have different behaviors and motives in the mobile internet-television media multitasking context. A national face-to-face survey with the probability proportional to size random sampling method was employed. The results showed that Web generation was most likely to perform mobile internet-television media multitasking behavior, followed by X generation and Baby Boomer generation. Web generation paid most attention to the contents on the mobile Internet, X generation focused their attention on either television or mobile internet, and Baby Boomer generation paid most attention to the contents on television. The results also showed that the motives driving mobile internet-television media multitasking behavior were the same across generations, including “habit and convenience” and “cognition and status.” All these findings supported the proposed theory of cross generation media multitasking behavior and the proposed method of analyzing the motives driving media multitasking behaviors.