不同世代媒體使用行為之研究：以2005東方消費者行銷資料庫為例

Abstract

在多元的媒體環境下使得閱聽人有了更多元的媒體選擇，然而這也使得原本單純的廣告主媒體購買組合決策變得更困難與複雜，也因此需要仰賴更精準的閱聽人媒體使用行為研究來輔助。本研究即探討不同世代的閱聽人媒體使用行為的異同。本研究採用2005年東方消費者行銷資料庫，針對Y（青少年）世代：13~29歲、X（壯年）世代：30~49歲、M（中老年）世代：50~64歲進行次級資料之分析，剖析此族群的媒體使用行為。希冀本研究結果歸納出來的趨勢變化有益於媒體企劃，更精準地抓住時下的世代行銷。

Due to change in policy and social structure and advancement in technology, media diversity allows more alternatives for consumers. When advertisers try to achieve marketing purposes by means of advertisements, media mix plays a critical role when professional advertising agents are hired to write a media project. This study is an attempt to indicate how audiences of different generations form their preferences within limited time in this highly diversified media environment. This study uses the 2005 Eastern Integrated Consumer Profile (E-ICP) and analyzes three generations between 13 to 64 years of age-Y Generation: 13-29; X Generation: 30-49; M Generation: 50-64-as the base for secondary data analysis for their media use. This study aims to provide trend forecast for business owners or media planners t by guiding their attention to the differences from common public marketing strategies when considering media content options.