一心多用？網路使用者在上網同時使用其他媒體的動機與行為

Abstract

網際網路的蓬勃發展，已漸漸影響現代閱聽人的媒體使用型態。近年除了筆記型電腦外，還有許多新興可攜帶的行動裝置問世，例如智慧型手機、iPad、Kindle等。這些快速竄起的行動裝置又再次改變了閱聽人的媒體使用行為。因身邊充斥眾多媒體、裝置，人們漸漸習慣在有限的時間內同時使用多個媒體，以節省時間。本研究從使用與滿足理論出發，透過網路問卷調查了解網路使用者在上網的同時，會否去使用電視、廣播、報章雜誌等傳統媒體，甚至另一個上網裝置，其背後動機又為何。 研究發現，現代人的媒體使用早已不限於電視、廣播、報章雜誌，桌上型電腦、筆記型電腦、平板電腦、智慧型手機、電子書等新興的新裝置也已為普羅大眾所接受。有越來越多的人習慣在通勤時使用智慧型手機等行動裝置上網，也因為可上網的裝置越來越多，當人們在上網的時候，很可能不再單賴眼前的桌上型電腦或筆記型電腦，因而在開啟網頁、下載的空檔，拿起智慧型手機、MP3等其他上網裝置去傳送訊息、瀏覽其他網頁。人們在使用桌上型電腦、筆記型電腦時已可同時開啟多個網頁運作，甚至也利用網路看電視節目、聽廣播、閱讀電子版報章雜誌，但還是有不少人會在上網的時候去使用有別於該上網裝置的新舊媒體。人們在同時使用多種媒體的時候，電視、廣播往往是配襯的背景媒體。為了想要放鬆，閱聽人傾向會在上網的時候打開電視，或為節省時間而同時使用兩種行動裝置。

With the developing of the Internet and of new-thriving portable media, smartphones, iPad, Kindle for instance, the way that people use media has changed unanimously. Since surrounded by so many types of media with different tasks in hand, people gradually have developed into using two or more types of media to fulfill tasks at one time. In this study, Uses and gratifications theory and a questionnaire are applied in search for better understanding of the motives that drive the audience to turn to another or more devices while they are already using a device getting online. Findings show that nowadays people are accustomed to using portable devices, such as smartphones, or tablets while commuting. When getting online, more and more people would choose those new portable devices instead of desktops and notebook computers. Furthermore, people tend to turn on television even though they are already using devices to get online in the purpose of relaxing. Television is served as background media because the audience would focus on the device online still. In order to save time, people would use two devices that could get online at the same time.