The Research Of Relationship Between Life Style And Use Of E-magazine

As we use internet more and more,a new type of media companied with internet such as blog, podcasts, e-paper, e-magazines have played a prominent role in our daily media lives. A new generation of e-magazines, appeared in 2005, have gained a large number of users, but still,the market is in the process of developing. Users' media behavior including acknowledge,attitude,and using custom to e-magazine needs to be learned.The former studies demonstrated that,users' media behavior is not only related with demographic characteristics,but also with people's life style. Culture formed lifestyle,and lifestyle then influences people's media behavior. This paper will give a description of the user's behavior fisrtly and then adpots the theory of lifestyle to explain the relationship between e-magazine users' lifestyle and their media behavior.This study investigated 202 e-magazine users who read magazine at least once a month by the means of a network questionnaire. Then analyzed the data by using SPSS software. Frequency analysis, cross-analysis, One-way ANOVA analysis, factor analysis, cluster analysis, chi-square test and other methods of statistical analysis were adopted. The main results of the analysis are summarized as follows:1. On the whole,the relationship between users(though they are active) is still weak , which is to be strengthened.2. Six facors are acquired from lifestyle scale and then summarized according to the cluster analysis into three groups: "negative and conservative group","active and motivated group"," practical and peaceful group".3. Demographic characteristics can explain the majority behavior of using e-magazine. Age and Occupation is the major factors.4. the lifestyle influences users' behavior limitedly, mainly affecting the behavior of the choosing of e-magazine type, reading motivation, reading preferences, recommend behavior, willingness to pay ,and participation in the creation of an e-magazine.