同時性媒體使用之初探性研究

Abstract

相較於國外研究的蓬勃發展，目前國內對於同時性媒體使用之情形，仍然缺乏理論或業界的深入研究。因此，本文選擇2003年一份有助於分析此現象的調查，探討其與人口統計變項、時間分段之間的關聯性。在文獻回顧之處，研究者首先以多元任務概念，做為討論的開端；其後又包含了來自認知心理學的理論，且輔以社會心理學學派做為補充。最後，發展出三個研究問題，分別針對「有無同時使用」、「同時使用的媒體數量」、「同時使用的媒體類型與優先順序」，成為完整的分析架構。

本文使用的研究方法有兩種：研究一，量化研究的問卷法，主要討論2003年的媒體使用情形。研究二，質化研究的訪談法，邀請七位媒體企劃相關工作者，分享對於研究一結果的意見，並說明國內的現況與未來可能的發展。

綜合研究發現，2003年有同時使用多項媒體的使用者，其實並不普遍，但仍可稍微刻劃出當時使用者的樣貌；至於此現象給予業界正面的意義在於，討論是否有納入媒體企劃的可能性、協助掌握目前發展的窘境、可以深入研究的方向究竟為何。

In comparison to the vigorous development abroad, SIMM (Simultaneous Media Use) is still a lack of in-depth study in Taiwan, regardless of theory or the industry. Therefore, this article selects an investigation in 2003, to explore its relationship with demographic variables and daypart. Besides, review of the literature, this study discusses with multitasking first, then contains the theory from Cognitive Psychology, and supplemented by Social Psychology. Finally, the development of the three research questions, respectively, for "Use or do not use," "The use of quantity of media," "The use of media types and priorities", will be a complete analysis of architecture.

About this study’s research methods, there are two: one study, questionnaire method of quantitative research, discussed the use of the media in 2003. Study2 is interview method of qualitative research, and this study invites seven media planning-related workers, to share the research findings from study1 and describe the current status with possible future development.

Foundlings show that, SIMM in 2003, is not common, but still a little depiction of those users’s appearance. As for this phenomenon to give the industry a positive sense, is to discuss whether to have included in media planning, the possibility of assisting the development of the present predicament, and to study what is the direction in the next.