The internet brings a great impact to the magazine industry no matter in the reading way or media form which also pushes magazines to setup their own websites. Through websites, magazines can provide readers 24 hours information and online service and will help to improve their brand image. We use the uses and gratifications theory to discuss the motivation and satisfaction of the content of the business magazine websites and the result shows the ¡§practicability¡¨ of the content is the key motivation for readers. The ¡§correct¡¨, ¡§immediate¡¨ and ¡§diversity¡¨ of the content of the magazine websites just fit users¡¦ expectation, however, the ¡§practicability¡¨, ¡§uniqueness¡¨, ¡§trust¡¨, ¡§easy-to-understand¡¨, ¡§profession¡¨ and ¡§In-depth¡¨ of the content still need to be improved, especially most of the magazine websites lack ¡§uniqueness.¡¨ Comparing to male users, female users are more willing to read the content which is practical, trustful, professional or has depth. The result also shows, ¤Ñ¤UÂø»xºô¯¸is the most popular business magazine website for users. Through this research we intend to show how users think of the content quality of the business magazine websites and provide useful suggestions for magazine industry.

本研究為補強雜誌媒體領域中對於品牌研究的不足，希望導入有關品牌忠誠度之相關研究，建構國內財經雜誌品牌忠誠度衡量指標，作為業界實際營運時的有效參考，未來則以此為基礎，發展其他類型媒體品牌忠誠度衡量指標。 研究採用修正式德菲法，將財經雜誌品牌忠誠度衡量指標分為行為指標與態度指標兩大面向，行為指標共有4項題項；態度指標則有12項題項。經兩回合專家問卷及專家訪談，研究結果顯示，行為指標共有4項指標「購買比率」、「購買順序」、「購買持續時間」、「閱讀比率」達到專家共識一致性與重要性之檢測標準；態度指標則有「購買意願」、「滿意度」、「品牌評價」、「推薦意願」、「品牌偏好」、「品牌信任」，以及「品牌承諾 / 堅持」等7項題項達到檢測標準。 研究建議，財經雜誌在衡量品牌忠誠度時，可依據通過檢測指標建構衡量題項，同時在實務工作上，以產品內容的專業性與精確性提升讀者購買與閱讀意願，並獲取讀者認同，提高讀者的滿意度與對該雜誌的評價、推薦意願，同時建立品牌偏好與品牌信任，自然可獲得讀者對於該雜誌品牌的承諾與堅持。 / The study is aiming at consolidate the lack of brand study in the business magazine industry, and would like to introduce related research for constructing loyalty evaluation indexes of Taiwan business magazine brand, as well as to build up effective reference for practical operation. Then with the study base, we can develop brand loyalty evaluation indexes of other type magazine in the future. This study adopts “modified Delphi” and divides the brand loyalty evaluation indexes of business magazines into two dimensions: “behavioral indexes” and “attitudinal indexes”. The “behavioral indexes” consists four items and the “attitudinal indexes” consists 12 items. After completing two rounds of questionnaires, the result shows that there’re four “behavioral indexes” which are qualified for consistence and importance” by experts and scharlors of media marketing, including “percent of purchase”, “purchase sequence”, “duration time for purchasing” and “percent of reading”. Also, there’re 7 qualified “attitudinal indexes” including “purchase intention”, “brand satisfaction”, “brand evaluation”, “recommendation intention”, “brand preferences”, “brand trust” and “brand commitment / insistence”. The results suggest that business magazines may evaluate brand loyalty with these qualified indexes. From practical point, business magazine need to focus on the professionalism and accuracy of content as to improve readers’ purchase and reading intention, to get readers’ recognition, to boost readers’ satisfaction and recommendation as well. Meanwhile, once the brand preferences and brand trust are constructed, the business magazines get the readers’ brand loyalty as well.

Made available in DSpace on 2016-04-26T18:15:32Z (GMT). No. of bitstreams: 1 Camila Bezerra Furtado Barros.pdf: 40671650 bytes, checksum: 5293548f8bc0f9941ecd108655d34c66 (MD5) Previous issue date: 2015-12-09 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This research investigates the discursive construction of the meaning of sustainability in the texts of the Exame Guide to Sustainability (and Good Corporate Citizenship), a publication of annual character tied to Exame magazine. As corpus, we included all editions of the Guide from 2000 to 2013, totaling 14 publications. We noted that the Exame Guide is presented as enunciator-knower in the field of economics and business, highlighting the model-companies as exemplars of socially responsible practice. When analyzing the texts of the publication, we also looked at the concepts of fetish and i ek symptom, to understand how the enunciation thematizes antagonism and the manner in which the figures opposed to the discourse of the Guide are portrayed. This analysis was related to the extant socio-political and economic environment in which this discursive construction appears as a fetish. To investigate the issue, the first step in the research was the analysis of the discourses of the magazine and of the model-companies for which sustainability and good corporate citizenship are the bywords. In a second step, we analyzed the totalization process of the hegemonic discourse and of the treatment given to the antagonistic identities. To this end, we took as a methodological basis Laclau s and Mouffe's theories of discourse. The hypothesis is that the discourses of the Exame Guide to Sustainability justify the productive practices and "deflate" the antagonistic identities established as figures of otherness. The media linked to the liberal-capitalist discourse, such as the one analyzed, Exame, act as a power device (Foucault), regulating modes of existence (being, saying, doing) of the subjects. This regulatory act is a call to action (Prado) exerted by the device. The research objective was to examine how the discourses of the Exame Guide to Sustainability (and Good Corporate Citizenship) thematize the figures of otherness (community, NGOs and government) that threaten their operating modes and discursively shift their antagonist position into otherness incorporated into the discourse / Esta pesquisa investiga a construção discursiva do sentido da sustentabilidade nos textos do Guia Exame de Sustentabilidade (e Boa Cidadania Corporativa), publicação de caráter anual ancorada à revista Exame. Como corpus, consideramos todas as edições do Guia, de 2000 até 2013, totalizando 14 publicações. Observamos que o Guia Exame se apresenta como enunciador-sabedor do campo de economia e negócios, apontando as empresas-modelo, exemplares de atuação de práticas socialmente responsáveis. Ao analisar os textos da publicação, tomamos também os conceitos de fetiche e sintoma de i ek, para compreender como a enunciação tematiza o antagonismo e como são construídas as figuras de oposição ao discurso do Guia. Essa análise foi relacionada com a conjuntura sociopolítico-econômica em que tal construção discursiva aparece como fetiche. Para investigar a questão, o primeiro passo da pesquisa consistiu na análise dos discursos da revista e das empresas-modelo que têm a sustentabilidade e a boa cidadania corporativa como palavras de ordem. Em um segundo momento, analisamos o processo de totalização do discurso hegemônico e do tratamento dado às identidades antagonistas. Para tanto, adotamos como base metodológica a teoria do discurso de Laclau e Mouffe. A hipótese é que os discursos do Guia Exame de Sustentabilidade justificam as práticas produtivas e distensionam as identidades antagonistas estabilizadas como figuras de alteridade. Os media ligados ao discurso liberal-capitalista, como aquele analisado, Exame, atuam como dispositivo de poder (FOUCAULT), regulando modos de existência (ser, dizer, fazer) dos sujeitos. Esse ato regulador é atividade de convocação (PRADO) exercida pelo dispositivo. O objetivo da pesquisa foi examinar como os discursos do Guia Exame de Sustentabilidade (e Boa Cidadania Corporativa) tematizam as figuras de alteridade (comunidade, ONGs e governo) que ameaçam seus modos de funcionamento e deslocam discursivamente sua posição de antagonista para de alteridade incorporada ao discurso