紙本或電子？雜誌讀者個人特質的影響

Printed versus Digital? The Influence of Individual Characteristics on Magazine Reading

網際網路改變了雜誌出版產業的經營型態，絕大多數的國外研究均發現，業者提供線上閱讀的數位內容會降低其紙本銷售量。反觀國內這方面的文獻卻付之闕如，台灣的雜誌出版業者也亟欲了解本土民眾對紙本雜誌和電子雜誌之閱讀需求選擇行為以利數位出版之推動。本研究利用文化部2012~2013年「文化參與及消費調查」資料，探討紙本雜誌閱讀時間與網路瀏覽雜誌時間兩者間之關係，以Heckman兩階段模型和工具變數估計法來校正樣本選擇性問題和處理估計內生性問題，以得到具一致性與不偏的估計結果。研究發現，台灣在2012~2013年間，整體民眾網路瀏覽雜誌時間對紙本雜誌閱讀時間的關係主要呈現替代性質；其中，男性、教育程度低、年紀輕、月收入低者，越會以網路瀏覽雜誌來替代紙本雜誌閱讀，兩者間的替代性愈強；而實證結果則可做為雜誌出版社、數位行銷通路業者、廣告業者、及政府在資訊通信政策之決策參考。

 

Internet has changed the way magazine publishers doing business, the majority of research have found that a magazine’s companion website reduces its print circulation; however, little has been done in examining Taiwan’s market. Taiwanese magazine publishers are thus eager to explore how people make choices between digital magazines and printed magazines in order to facilitate the publication of digital magazines. In this study, we investigate the relationship between the printed magazine reading time and the web browsing magazine time using data from 2012~2013 “Culture Participation Survey” conducted by the Ministry of Culture where Heckman two-stage model is employed to correct the sample selection bias and the instrumental variable method is imposed to solve endogeneity arising from estimation such that consistent and unbiased estimates result. The study finds that the web browsing magazine time is mainly a substitute to the printed magazine reading time. A person, who is male, less-educated, younger, low-monthly income, is more likely to replace printed magazine reading with web browsing magazines. The empirical results may serve as reference for magazine publishers, digital publishing distribution platforms, and advertisers in their business decision-making, as well as for the Government’s information and communication policy-making.