國軍《奮鬥》月刊生活型態與滿意度之研究──以北部官兵為例
A Study of Lifestyle and Satisfaction among Readers of the Valor Monthly

陶聖屏、孫懋嘉
Tao Sheng-ping, Sun Mao-chia

本研究係採問卷調查法，針對北部地區之陸、海、空及憲兵進行分層立意群集抽樣，有效樣本1259位。研究結合行銷傳播概念旨在描繪國軍官兵的生活型態特性，及其對《奮鬥》的閱\讀情形與評價，以利出版單位研擬更佳的編刊策略。結果發現，官兵將《奮鬥》視為一種兼具知性感性的宣教刊物，閱\讀行為愈主動的讀者，其對月刊的滿意度愈高。經因素分析，讀者的生活型態有、「新世代居家優質型」、「健康活力、自我規劃型」、「流行時髦型」、「全面兼顧型」及「意見領袖型」等五類，其中以新世代居家優質型的閱\讀行為最積極，流行時髦型最為隨性。從迴歸分析發現，生活型態的解釋（預測）力優於人口變項，其中以全面兼顧型對月刊滿意度的預測力最佳。生活型態中，僅流行時髦型的滿意度較低，其餘四者的滿意度較高；人口變項中，男性、年齡愈大之讀者的月刊滿意度較低，且其預測力普遍過弱。出版單位可藉由瞭解讀者特性及其滿意度，編輯出更適合國軍官兵的宣教刊物。

The purpose of this study, merged into the concept of the marketing communication, was to portray the readers’ profile and to investigate their reading behavior as well as evaluation of the Valor Monthly. A questionnaire survey, applying stratified purposive cluster sampling, with 1259 respondents from the military personnel in North Taiwan, was used to collect the data. Results revealed readers deem the Valor Monthly a magazine of sensibility and readability. Given such the more active they read, the more satisfactory they were. Also, five types of lifestyle were emerged from using factor analysis. In turn, multiple regressions indicated lifestyle accounted for larger percent of variance and better prediction than demographics did. These findings could give the editorial staff a great insight into readers’ psychographics as well as evaluation of the Valor Monthly so as to edit more effective and persuasive publication in the future.

讀者滿意度，生活型態，宣教性刊物，閱\讀行為，奮鬥月刊

readership satisfaction， lifestyle， propaganda publication， reading behavior， the Valor Monthly

2009.07.07

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