蘋果真的那麼好吃嗎？─ 大學生閱\讀《蘋果日報》的動機與滿足
Does the “APPLE”Really Taste delicious? -- The Motives and Gratifications of Reading Apple Daily by Taiwanese College Students

江海寧

本研究使用「小報與小報化」的概念以及「使用與滿足」理論中的「期待-價值」模式為雛形，來研究大學生閱\讀《蘋果日報》的動機與他們從中獲得的閱\報需求滿足。從台北市十四所大學中隨機抽樣選出四所大學，進行問卷調查。研究發現大學生閱\讀《蘋果日報》的主要動機為「娛樂性目的」，而他們對於《蘋果日報》的報紙屬性滿意程度與他們對該報紙屬性的重視程度有所關聯，且滿意程度多介於普通於滿意之間。另外，大學生對《蘋果日報》的的整體評價為負面，但在其價錢、排版方面則給予正面評價。

Based on the concept of tabloid and GS-GO model, the research examines the motivation and gratifications of reading Apple Daily by Taiwanese college students. The research uses questionnaire survey method by choosing four colleges from fourteen universities in Taipei.

The result of this research indicates that the main motivation of reading Apple Daily by Taiwanese college students is "for entertainment." Taiwanese college students ’ gratifications of reading Apple Daily are related to the degree that college students ’ take those newspaper ’s attributes into account, and the degree of those gratifications falls between ordinary and good. Besides, college students show that Apple Daily as a whole is bad, but they think its price and design of the pages are good.

《蘋果日報》，小報，使用與滿足，大學生

Apple Daily，Tabloid，Uses and Gratifications，Taiwanese College Students

2007.07.06

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蘋果真的那麼好吃嗎？─ 大學生閱\讀《蘋果日報》的動機與滿足.pdf