Browsing by Author "Chyi, Hsiang Iris"

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Demystifying the demand relationship between online and print products under one newspaper brand: the case of Taiwan and the emergence of a universal pattern
(2011)
Chyi, Hsiang Iris
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Huang, J. Sonia
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交大名義發表
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National Chiao Tung University
This study uncovers a universal pattern regarding the oft-misunderstood demand relationship between online and print products under one newspaper brand. Growing from the portfolio management perspective and building on previous research conducted in the US and Hong Kong, this study examines the newspaper market in Taiwan. Secondary analysis of survey data collected from 7706 Web users confirmed that: (1) the print edition attains a much higher penetration relative to its online counterpart, suggesting that more people would rather consume the print edition over free Web offerings; and (2) compared with the general public, readers of the online edition were more, not less, likely to read the same newspaper's print edition. Such counter-intuitive findings carry important theoretical and managerial implications regarding the management of multiple product offerings under one newspaper brand.
Friend or foe? Examining the relationship between news portals and newspaper sites in Taiwan
(2013-03-01)
Huang, J. Sonia
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Yang, Mengchieh Jacie
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Chyi, Hsiang Iris
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傳播與科技學系
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Department of Communication and Technology
Newspapers worldwide often serve as content providers for news portals, but portals outperform most newspaper sites in audience share. Whether this is a zero-sum game or a win-win scenario deserves scholarly attention, because the phenomenon constitutes a unique case of intra-media competition. Based on empirical data collected through a large-scale survey, this study systematically examines the delicate relationship among and between news portals and newspaper sites in Taiwan. The results document non-competitive relationships among most news sites, with the exception of Yahoo! News. Such counter-intuitive findings carry theoretical and strategic implications for the study and practice of online journalism.