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Analysis of lifestyle 25
4.3.1 Factor Analysis of Lifestyle 25
4.3.2 Cluster analysis 29
4.4 Hypothesis testing 31
4.4.1 Test of hypothesis 1: demographic variables and usage behavior 31
4.4.2 Test of hypothesis 2: Lifestyle groups and demographic variables 35
4.4.3 Test of hypothesis 3: Lifestyle groups and usage behaviors 36
Chapter 5: Conclusion 41
Chapter 6: Suggestions and future studies 46
Bibliography 47
Appendix 48
 
List of figures
Figure 1: Industry Chain of e-magazines production………………………………………6
Figure 2: Kline’s model about lifestyle and behavior of using media…………………9
Figure 3: Research framework…………………………………………………………11

 

List of Tables
Table 1: Distribution of demographic variables………………………………………. 18
Table 2: Distribution of usage behavior…………………………………….………….20
Table 3: Read types distribution…………….…………………………………………...22
Table 4: Reading motivation distribution………………………………………..……..23
Table 5: Reading preference distribution……………………………………………….23
Table 6: Reading consumption distribution…………………………………………….24
Table 7: Participation in making e-magazines………………………………………….25
Table 8: Factor analysis results…………………………………………………………27
Table 9: Cluster analysis results………………………………………………..............29
Table 10: ANOVA results…………………………..……………………………………...30
Table 11: Scheffe Multiple Comparisons Analysis results……………………………..31
Table 12: Chi-square test for demographic variables in lifestyle clusters……….………33
Table 13: Hypothesis 2 testing……………………………………………………..…..35
Table 14: Crosstabs of sex and lifestyle clusters……………………………………….35
Table 15: Chi-square test for usage behavior in lifestyle clusters……………………......36
Table 16: Crosstabs of usage behavior and lifestyle clusters………………………......37

Chapter 1: Introduction
The whole outline of this dissertation was that on the basis of understanding the situation that current active users use the e-magazines, exploring the lifestyle of the active users and the different behaviors of usage among people with different lifestyle .Then we provided a theoretical reference for the future development of e-magazine so that to help people find the segment of the e-magazines.
The second part of this paper was the base of the research, including definition about some essential concepts and summarization of the relevant theories after reading lots of literatures and documents. Based on the previous studies on electronic magazines and life styles, the research framework of this paper would be presented.
The third part of this paper demonstrated the specific methodology of this research. Purpose of this study was to investigate the relationship of the life style and media audience behavior. Achieving the data was necessary to answer the research questions; questionnaire survey has been used successfully to achieve data in many past studies in this field.

Bibliography
Aaker, D., Fuse, Y., & Reynolds, F. (1982). Is Lifestyle Research Limited in Its Usefulness to Japanese Advertisers? Journal of Advertising, 11(1), 31-36.
Aaron, A., Yang Yi. (2005). Overview of the Life Style, Based on Consumer Behavior. Business Economics and Administration in China, (8), 34.
Alexander, V. B. (1999). A Concept for an Electronic Magazine. TERENA--NORDUnet Networking Conference (TNNC).
Bellman, S. et al. (1999). Predict本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。