[[alternative]]Relations between Reading Motivations, Behaviors and Satisfaction of Apple Daily for Elementary School Teachers in Chiayi Area

[[abstract]] 現代資訊爆炸，資訊俯拾即是，但其中仍以報紙報導最完整，報紙同時也是電視新聞及網路資訊的主要來源。目前在台灣的大報中，以最晚進入台灣的蘋果日報最具話題性，但其對許多新聞的掌握，卻常居於最即時的領先地位，究蘋果日報引起話題的原因不外是：言人所不敢言、版面照片過於直接、腥羶色內容不加避諱、對新聞的掌握度最快等，儘管有如此矛盾的特色，蘋果日報仍是此世代中閱報率最高的報紙，此點可由連續數年的民調中得到印證。 但話題性及閱報率如此高的報紙，對一般人傳統印象中十分保守的國小教師之接受度如何？故本研究以此為出點，進行國小教師對蘋果日報的閱讀動機、閱讀行為與滿意度之研究。 本研究以t檢定、單因子變異數分析、事後檢定、因素分析之方法進行閱讀動機與閱讀滿意度之假設檢定，並以多元線性迴歸進行閱讀動機對閱讀滿意度之預測效益分析，而閱讀行為的部分則以描述性統計的方式來呈現。 研究結果顯示就來看，人口變項的不同不足以對「娛樂休閒」動機及「獲取資訊」動機造成顯著的影響；而閱讀滿意度則不然，擔任行政工作者對「內容特色」與「資訊取得」的滿意度高於擔任導師者；而教學年資在「11~15年」者對「資訊取得」的滿意度也高於教學年資在「16~20年」者。而在預測效益的部分，顯示「娛樂休閒」動機對閱報滿意度有較大的預測效益。[[abstract]] Though we are living in an era of information explosion in which informationcan be found everywhere, newspapers are still the major providers of information not only offering the most complete reports but also the source of TV and network news.Among the major newspapers in Taiwan, Apple Daily, though a late comer, is becoming the leader of agenda-setting and topicality. Reasons of its fast growing include taboo issues; photographs and words with sanguinary, sensation, and sexual explicit; and ways of issue operation. Despite its contradictory characteristics, the readership rate of Apple Daily is still among others according to different audience media use behavior surveys. Due to its controversial nature and high readership rate, how is the acceptance of such newspaper for relatively conservative elementary school teachers? This study is aimed to investigate the reading motivation, behavior, and satisfaction of elementary school teachers on Apple Daily. In this study, several statistical analysis methods were used including t-test, one-way ANOVA analysis, post hoc tests, and factor analysis method for hypothesis testing of reading motivation and reading satisfaction as well as the multiple linear regression analysis for the reading satisfaction predictable analysis between reading motivation and satisfaction. The descriptive statistical analysis was presented for the reading behavior. The research results show that different demographic variables are not sufficient to cause a significant impact on reading motivation of “recreation” and “ information access”; while the reading satisfaction of “content features” and“information acquiring” is higher comparing to those who served as administrative positions and mentors. Also, the reading satisfaction of “information acquiring” is higher comparing to those whose years of teaching are “11-15 years”to“16-20 years”. On the predictable analysis, “recreation” on reading motivation has higher predictable effect on reading satisfaction of the newspaper