The Korean Journal of Applied Statistics (응용통계연구)

The Korean Statistical Society (한국통계학회)
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Logistic regression analysis of newspaper readers characteristics affecting regular subscription

종이신문 열독자의 특성이 정기구독 여부에 미치는 영향에 대한 로지스틱 회귀분석

  • Lee, Seyoung (Department of Statistics, Duksung Women's University) ;
  • Kim, Jaehee (Department of Statistics, Duksung Women's University)
  • 이세영 (덕성여자대학교 정보통계학과) ;
  • 김재희 (덕성여자대학교 정보통계학과)
  • Received : 2019.07.16
  • Accepted : 2019.09.20
  • Published : 2019.10.31
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Abstract

The development of new media has gradually decreased the use of newspapers, which had previously occupied the largest share of media. Subscriptions have declined gradually and fell to 14 percent in 2016. This study explores the effects of Newspaper reader's characteristics on regular newspaper subscriptions. The data used for analysis was provided by the Korean Press Foundation and Media Audience Awareness Survey Data in 2016 and 2017. We considered gender, age, education, income, number of days of reading, reading time and amount of reading as the characteristics of the reader. Multiple logistic regression was fitted and interpreted to see what characteristics affect regular subscription.

뉴미디어의 등장과 발달로 인해, 과거 미디어의 대부분을 차지한 종이신문의 이용량이 점차 줄어들어 종이신문의 정기구독률이 2016년 14%로 매우 저조하게 나타났다. 따라서 본 연구는 종이신문 정기구독 여부에 영향을 미치는 열독자 요인을 파악하고자 수행되었다. 이를 위해 한국 언론 진흥재단의 2016년과 2017년의 언론수용자 의식조사의 자료를 분석에 사용하였다. 열독자의 성별, 연령, 학력, 가구소득, 열독일수, 열독시간, 열독분량을 열독자의 특성으로 지정하였으며, 정기구독 여부에 열독자의 어떠한 특성이 영향을 미치는지 알아보기 위해 다중 로지스틱 회귀를 적합하고 해석하였다.

Keywords

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