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1


I.
(1)
(2)
(3)
(4)
II.
(1)
(2)
(3)
(4)
III.
(1)
(2)
(3)
(4)
IV.
(1)
(2) ()
(3)
(4)
(5)
(6)
(7)
(8)
(9)
(10)

6
6
6
7
8
9
11
11
12
13
14
16
16
17
18
19
20
20
21
22
25
26
27
28
29
30
32

34

()

35

1,000
:

7
44 26%
45 28%
5% 45

94%76%

(25-34 ) 62%
6.71 2.78

97.5% 76.2%
3.06 3.22

16.5%

95%/
67%/

(35-44 )/

(55-65 )

31%
(37%)
1

()

(CATI)

25-65
40,000

N=1,000
(
)

25-29
30-39
40-49
50-65

NT$ 79,999
NT$ 80,000

500
200
300
500
500

35
: 2013.12.23 2014.1.28
: 2013.2.1 2014.6.30

95% 3.1%

TNS

120
270
260
350
500
500


102 79.9
(22-25 )60-65
40
:(25-34 )
(35-44 )(45-54 )(55-65 )

4-8

()

(25-34 )

(35-44 )

(45-54 )

(55-65 )


I.

(1)

70%

13

70

16

71

13

75

32

31

34

26

24

29

27

27

23

(N=1000)

25-34
(N=245)

35-44
(N=289)

13
31

25

68

65

31

25

28

31

45-54
(N=304)

55-65
(N=162)

(2)

/
()

: %

[]
(1000)

25-34
(245)

35-44
(289)

45-54
(304)

55-65
(162)

21

26

26

16

15

12

16

14

10

11

14

10

18

11

28

28

12

16

19

13

12

N=
[]

[]

12

11

15

10

12

15

10

15

11

40

46

47

30

38

[]

[]
/
[]

[]

* 95%

(3)

45

%
53

50

48

58

59

47

50

52

42

41

(N=1000)

25-34
(N=245)

35-44
(N=289)

45-54
(N=304)

55-65
(N=162)

45

45

44

44

16

20

15

16

18

24

19

9
8

10
9

45-54
(N=304)

55-65
(N=162)

20

9
10

18
8
9

(N=1000)

10
13

25-34
(N=245)

35-44
(N=289)

51
12

16% 20%

16

16

20

14

14

84

85

80

86

86

(N=1000)

25-34
(N=245)

35-44
(N=289)

45-54
(N=304)

55-65
(N=162)

(4)

:% ()

25-34
(1000)
(245)

N=

[]

35-44
45-54
(289)
(304)

55-65
(162)

62

67

58

59

65

59

40

52

67

84

59

50

63

59

64

56

45

50

58

77

48

49

44

47

56

48

48

47

45

54

37

44

39

35

27

33

34

29

34

38

26

27

26

27

20

* 95%

(
)

10

II.

(1)

:% ()

[]

25-34
(1000)
(245)

N=

35-44
(289)

45-54
(304)

55-65
(162)

76

74

76

77

76

56

59

52

54

62

46

62

45

38

40

42

37

36

43

57

41

45

37

44

36

33

18

26

43

51

21

20

21

23

22

* 95%

11

(2)

:% ()
N=

25-34
(1000)
(245)

[]

35-44
45-54
(289)
(304)

55-65
(162)

63

70

62

59

63

58

49

56

63

62

53

65

48

51

50

40

47

38

39

35

29

23

32

30

32

23

42

21

16

11

* 95%

12

(3)

:% ()

[]

25-34

35-44

45-54

55-65

(792)

(221)

(254)

(234)

(83)

71

86

72

62

52

58

50

55

64

70

51

57

54

50

31

43

41

39

48

48

40

44

42

38

25

25

23

26

27

21

()
N=

* 95%

13

(4)

(85%)

:% ()

[]

25-34
35-44
45-54
55-65
(1000)
(245)
(289)
(304)
(162)

N=

94

96

94

93

94

72

87

72

66

61

(792)

(221)

(254)

(234)

(83)

16

15

19

16

16

(711)

(65)

(221)

(272)

(153)

85

89

83

84

88

74

82

73

70

77

59

71

61

56

58

58

62

53

59

64

50

40

41

51

64

34

32

31

35

35

()

()

* 95%

14

15

III.
(1)

25-34
(245)

(N=1000)
%
/

97
93

62

[]

35-44
45-54
(289)
(304)

99

98

96

95

98

93

92

88

60

63

61

67

* 95%

16

55-65
(162)

(2)

7
6
5

5.94

6.71

6.08

5.64

5.10

4
3
2
1
0

(N=1000)

25-34
(N=245)

35-44
(N=289)

17

45-54
(N=304)

55-65
(N=162)

(3)

2.28

A.
B.

2.78

2.28

1.99

1.58

2
1

1.13

1.13

(N=890)

25-34
(N=241)

(N=855)

(N=237)

2.09

2.33

0.8

0.92

35-44
(N=267)

45-54
(N=256)

55-65
(N=126)

(N=259)

(N=242)

(N=117)

*AB

18

(4)

E-mail

:% ()

N**=

[]

25-34
35-44
45-54
55-65

(890)

(241)

(267)

(256)

(126)

(1)

55

50

51

62

57

(2)

39

35

33

47

44

(3)

Facebook
Twitter

29

39

29

25

19

(4)

E-mail

20

19

16

23

28

(5)

// app

18

25

16

15

19

(6)

17

18

17

18

12

16

17

17

18

14

16

10

16

16

13

10

16

26

(10)

/ Line, Yahoo
)
/
/ /
flash / YouTube
(
)
/

13

(11)

KKbox

(12)

/ blog

(13)

(14)

(/
/)

(15)

/app

(16)

(17)

Skype

(18)

google map

(19)

(20)

(7)
(8)
(9)

* 95%
**

19

IV.
(1)

(61%)

:% ()

[]

25-34
(1000)
(245)

N=


35-44
45-54
55-65
(289)
(304)
(162)

62

60

59

67

64

61

56

59

63

69

56

58

50

58

62

51

55

52

49

46

(X)

46

48

50

44

33

41

51

43

39

28

29

28

30

30

28

26

24

22

28

32

22

25

21

23

20

21

23

22

19

19

20

19

19

20

24

* 95%
(X),N=792

20

(2)

()
97.5%
76.2%
3.06 3.22

4.24

4.14

3.22

3.27

2.66

3.34

3.13

3.15

35-44
(N=284)

45-54
(N=300)

3.06

2
1

1.26

(N=975)

25-34
(N=230)

55-65
(N=161)
*

:%
()

N=

/
/

[]

35-44
45-54
(240)
(260)

(743)

25-34
(103)

85

48

86

93

94

64

40

61

75

69

23

48

26

15

12

17

* 95%

(3)

21

55-65
(140)

/
///

/
/

(N=975*)

%
95

(N=1000)

%
67

[]

90

40

82

39

82

40

78

41

28

27

19
13

/
5

20
25

4
89

39

16
43

[]
80

[]
63

19
36

[]
40

[]
24

[]

26
23

/
35
22

45

()
%

25-34
(230)

(N=975)

[]

35-44
45-54
(284)
(300)

55-65
(161)

[]

95

94

96

95

94

90

87

95

91

85

82

79

89

82

76

82

72

86

86

83

74

82

80

73

20

35

32

19

14

23

20

17

10

14

16

13

78

28

19

13

84

90

91

88

69

82

87

80

54

60

68

71

36

39

45

40

12

23

29

32

89

[]

80

[]
63

[]
40

[]
[]

24

** 95%

23

35

()
%

(N=1000)

67

[]

35-44
45-54
(289)
(304)

55-65
(162)

74

64

66

61

41

53

41

36

33

40

47

40

38

32

[]

25-34
(245)

40

51

43

33

28

39

35

39

42

38

39

45

41

36

30

22

30

31

25

17

24

28

31

27

24

14

12

27

25
20
16
43

[]

36

[]
[]
[]
[]

26
23
19
22

21

16

15

12

54

40

39

39

49

38

31

20

39

25

20

22

25

23

24

22

31

17

15

14

13

25

23

28

** 95%

24

(4)

16.5%

A.(%)
(NT$)

100000

B.(NT$)

(%)

C.(NT$)

30

90000
80000

74979

70000
60000

71075

58363

79041

79931

74883

74868

82813
25
77375

58234

50000

20
15

40000
10

30000
20000
10000
0

AC:
B:

16.5%

16.6%

16.0%

16.9%

16.4%

25-34

35-44

45-54

55-65

(N=1000)
(N=975)

(N=245)
(N=230)

(N=289)
(N=284)

(N=304)
(N=300)

(N=162)
(N=161)

*AC B

25

(5)

29
24

25-34
(230)

(N=975)

24

47

25-29

31

30-34

12

35-39

[]

35-44
45-54
(284)
(300)

55-65
(161)

71

61

32

14

27

30

40

24

17

22

19

40-44

13

45-49

50-54

55-59

** 95%

:%

[]

35-44
45-54
(284)
(300)

(975)

25-34
(230)

12

14

12

12

12

12

16

12

14

11

15

11

11

65

56

65

69

68

()

N=

* 95%

26

55-65
(161)

(6)

25-34
(245)

(N=1000)
72

57

55

50

45

[]

35-44
45-54
(289)
(304)

55-65
(162)

81

79

66

54

57

52

58

65

64

51

54

51

56

47

48

51

54

45

43

36

39

49

37

37

30

37

44

31

37

36

39

32

30

23

36

20

26

29

18

13

15

12

31

27

15

** 95%

27

(7)

(N=1000)

25-34
(245)

56

43

40

[]

35-44
45-54
(289)
(304)

55-65
(162)

56

55

58

54

42

43

45

44

39

41

36

45

34

34

36

34

29

32

34

33

32

30

30

23

28

32

39

29

34

29

26

27

26

21

24

17

12

13

11

14

23
12

** 95%

28

(8)

(
)

25-34
(230)

(N=975)

96

28

[]

35-44
45-54
(284)
(300)

55-65
(161)

95

97

96

95

15

26

34

37

25

19

23

29

29

24

17

21

27

34

20

21

22

21

10

11

21

APP

** 95%

29

(9)

()

57

50

43

50

(N=975)

25-34
(N=230)

61

60

57

39

40

43

35-44
(N=284)

45-54
(N=300)

55-65
(N=161)

53

49

45

20

25

29

27

26

26

35-44
(N=174)

45-54
(N=179)

55-65
(N=92)

55
74

22
24

(N=559)
*

13
13

25-34
(N=114)

30

()
%

3
1

36

43

5
31

12
23
31
12
3

30

35

40

35

26
11
15
5

7
11
1

45-54
(N=179)

55-65
(N=92)

29

7
14
5

2
13
4

6
14
6

(N=559)

25-34
(N=114)

35-44
(N=174)

12

28

17

63

17

64

68
18

42

47

52

45

34

30

33

39

32

25-34
(N=114)

35-44
(N=174)

45-54
(N=179)

55-65
(N=92)

(N=559)
*

17

46

64

58
16

31

(10)

[]

66

[]

31
18

Email

16

App

10

[]
[]

25-34
(245)

(N=1000)

29
7

[]

35-44
45-54
(289)
(304)

65

61

70

67

37

33

27

26

19

18

17

19

21

15

12

15

12

11

38

30

25

22

11

** 95%

32

55-65
(162)

//
16.5%

76.2% 3.06
3.22

45

/35

33

45
/()

//

/ 16.5%

34

()

:%

N=

25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-65

[]

35-44
45-54

25-34

(1000)

(245)

(289)

(304)

(162)

50
50

51
49

54
46

47
53

46
54

12

49

13

51

15

53

14

47

13

43

17

57

56

44

50
20
30

54
20
27

46
23
31

49
21
30

52
14
34

1
3
23
60
12

1
14
69
16

3
23
60
14

0
6
31
52
11

4
3
22
63
7

73
6
1
12
7
2

86
5
2
5
2

84
4
10
2

69
8
17
5
1

43
8
17
30
2

(792)

(221)

(254)

(234)

(83)

13
10
17
20
15
10
5
10
1

9
4
21
25
15
14
5
9
-

14
10
19
17
17
9
5
8
1

14
12
15
21
15
9
4
10
2

15
21
12
13
10
8
7
15
-

35

55-65

:%

N=

NT$19,999
NT$20,000-29,999
NT$30,000-39,999
NT$40,000-49,999
NT$50,000-59,999
NT$60,000-69,999
NT$70,000-79,999
NT$80,000-89,999
NT$90,000-99,999
NT$100,000-109,999
NT$110,000-129,999
NT$130,000-149,999
NT$150,000-169,999
NT$170,000-189,999
NT$200,000

[]

45-54

25-34

35-44

55-65

(1000)

(245)

(289)

(304)

(162)

12
10
16
20
15
7
4
3
2
3
1
0
1
0
2
6
51259

7
18
26
22
13
7
2
1
1
0
1
2
43012

10
6
16
24
20
9
4
1
2
2
2
1
2
2
53145

14
8
12
18
14
6
5
4
3
5
1
0
1
0
2
7
55018

19
8
6
13
12
7
5
5
2
3
1
1
1
3
15
54014

13
16
10
10
8
7
13
5
3
5
1
1
7
92325

13
13
11
11
11
5
11
5
6
5
1
1
6
93102

13
18
11
12
7
7
14
4
2
5
0
8
90156

14
18
10
9
8
7
14
7
2
3
1
0
7
90099

12
15
11
9
4
7
12
5
4
9
1
1
9
99198

5
13
18
32
32
3.99

9
13
18
28
34
3.87

2
8
18
33
39
4.44

5
12
16
38
29
3.97

6
25
23
27
19
3.40

25
74

65
35

17
83

11
89

8
89

34
66

25
76

38
62

39
61

33
67

71
29
(711)

27
74
(65)

77
24
(221)

90
11
(272)

94
6
(153)

20
57
20
3
2.07
17.66

49
48
3
1.54
4.52

21
59
19
1
2.00
9.75

15
59
21
5
2.17
19.35

14
56
24
5
2.23
29.32

NT$40,000-49,999
NT$50,000-59,999
NT$60,000-69,999
NT$70,000-79,999
NT$80,000-89,999
NT$90,000-99,999
NT$100,000-109,999
NT$110,000-129,999
NT$130,000-149,999
NT$150,000-169,999
NT$170,000-189,999
NT$190,000-199,999
NT$200,000

1
2
3
4
5

1
2
3
4

36

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