【作者】 钟家斌；

【导师】 刘燕南；

【作者基本信息】 中国传媒大学 ， 传媒生态学， 2008， 硕士

【摘要】 随着近年通信技术的迅猛发展和资费的不断下调,北京地区大学生使用手机已成普遍现象。以手机为载体的手机报自出现以来,已引起业界和学界较大的兴趣和关注,对手机报的研究虽不少,但目前还不够深入和系统。目前从受众视角出发来研究手机报的更是几乎没有,本文试图对这一领域进行探索性研究。本文兼用定性研究和定量研究等方法,目的是反映出北京地区大学生对手机报认知和使用情况的基本现状,并具体分析其具体原因以及相关行为主体的认识与应用。具体来说,本文通过便利抽样和问卷调查,在国内外相关实证研究的基础上,对北京地区大学生手机报认知和使用情况的共性和特性进行了分析和研究。结果表明,第一:北京地区绝大多数在读大学生已经知道手机报,但他们对手机报的认知程度还处于比较低的水平;第二:利用五级量表对大学生使用手机报的满意度和忠诚度进行测评后,发现大学生用户对手机报总体满意度和总体忠诚度不甚理想;第三,大学生获取信息有更好的替代品,使用手机报的需求并不强烈,仅为其他获取信息渠道的一种补充,因此造成上述两种现象。更多还原

【Abstract】 With the prosperity of telecommunication industry and the decreasing of its charges, it is common to use mobile phone among colleague students in Beijing. The appearance of mobile phone news has caught great attention and interest in commercial and academic circles. So far, the related researches are of great amount, but still lack depth and systemization. From the point view of mobile phone news receivers, this thesis intends to do further researches in this field.This thesis aims at showing the general knowledge and usage of mobile phone news among colleague students in Beijing and analyzing the reasons and the related users, by quantitative and qualitative methods and so forth. In other words, the author studies and analysis common grounds and differences of the knowledge and usage to mobile phone news among Beijing colleague students, by sampling survey and questionnaires with the reference of related national research.The study shows that: firstly, the vast majority of colleague students in beijing have the basic knowledge to mobile phone news. Secondly, scale five meter shows that students are not content with and loyal to mobile phone news. Thirdly, Students have better alternatives to get information ,and the desire of usage of mobile phone newspaper is not strong enough. mobile phone newspaper is just an additional resource of daily news ,so it resulted in two phenomena above.更多还原