목차

Ⅰ. 서론 ························································································································ 1
1. 연구의 배경 및 목적······················································································· 1
1) 연구의 배경 ··································································································· 1
2) 연구의 목적 ································································································· 4
2. 연구방법과 연구구성······················································································· 7
1) 연구방법 ········································································································· 7
2) 연구구성 ······································································································· 12
Ⅱ. 이론적 배경 및 선행연구 ·············································································· 15
1. 신문산업과 지역신문의 현황······································································· 15
1) 우리나라 신문산업의 현황······································································· 15
2) 지역신문 실태와 변화 ··············································································· 26
2. 신문독자의 특성 ····························································································· 31
1) 유용성··········································································································· 32
2) 신뢰성··········································································································· 33
3) 가독성··········································································································· 36
4) 탐색용이성··································································································· 38
3. 구독력 ··············································································································· 40
1) 읽기몰입 ······································································································· 41
2) 읽기흥미 및 정보이해 ··············································································· 43
4. 지속 구독의도································································································· 44
1) 구전의도 ······································································································· 44
2) 재구매의도··································································································· 46
5. 선행연구··········································································································· 49
1) 지역 신문독자의 특성 및 지속 구독의도에 대한 선행연구 ············· 49
2) 신문독자의 특성과 구독력에 관한 선행연구······································· 53
3) 구독력과 지속 구독의도에 관한 선행연구 ··········································· 58
III. 연구 설계 ··········································································································· 63
1. 연구 모형 ········································································································· 63
2. 연구 가설 ········································································································· 64
3. 조사의 설계····································································································· 66
4. 연구 도구 ········································································································· 66
5. 자료 분석 방법······························································································· 68
IV. 실증분석결과 ····································································································· 69
1. 연구대상자의 일반적 특성 ··········································································· 69
2. 가설검증을 위한 예비분석 ··········································································· 71
1) 주요변수의 기술적 통계 분석································································· 71
2) 측정도구의 탐색적 요인분석 ··································································· 74
3) 측정도구의 확인적 요인분석과 타당성, 신뢰도 검사························ 78
3. 경로분석 가설검증························································································· 86
1) 연구 모형의 적합도 분석 ········································································· 86
2) 가설검증 및 분석결과 ··············································································· 87
Ⅴ. 결론 ······················································································································ 93
1. 연구결과의 요약 ····························································································· 93
2. 연구결과의 시사점························································································· 94
3. 연구의 한계점 및 향후 연구방향 ······························································· 95
참고문헌 ····················································································································· 97
Abstract ·················································································································· 105
설문조사 ··················································································································· 107