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WHO READS DIGITAL MAGAZINES: A QUANTITATIVE STUDY INTO UNDERSTANDING READERS’ MOTIVATIONS FOR AND ATTITUDES TOWARDS DIGITAL MAGAZINES
KTH, School of Computer Science and Communication (CSC).
2014 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The introduction of the Internet and digitalization has posed a lot of challenges for news

publishing industry, so as for magazine publishers. Due to rapid development of technology,

most of magazine publishers are compelled to not only transform their print products into

digital format, but also to exclusively create digital content and put it up on their websites

and/or on other platforms and electronic devices. Also, users’ consumption behaviors have

shifted to consume a lot of media in digital format. Thus it is crucial for digital magazine

publishers to have a better understanding of readers’ experience and attitude towards digital

magazines. The main objective of this thesis project is to look into readers’ overall attitude

towards digital magazine. In order to realize the objective, a quantitative method with a

survey questionnaire was employed as a data collection tool. The finding shows that digital

magazine readers had slightly positive attitude towards the medium that suggests further

development needs to be done from the product side. Hence, based on the finding I

recommend digital magazine publishers to focus on offering values relevant to four main

motivations that readers have for using the medium: more knowledge, entertainment, habit

and low price.

Place, publisher, year, edition, pages
2014. , 62 p.
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:kth:diva-170557OAI: oai:DiVA.org:kth-170557DiVA: diva2:838922
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Examiners
Available from: 2015-07-01 Created: 2015-07-01 Last updated: 2015-07-01Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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