各產業受到數位行動設備普及與數位內容多元化之影響，導致國內漫畫閱讀市場有重大轉變，數位網路之技術降低漫畫製作成本，加上韓國開發全新形式的網路漫畫進入臺灣市場，現今在年輕族群中成為一種流行趨勢，掀起網路漫畫的閱讀風潮。本研究從文獻探討蒐集瞭解網路漫畫吸引讀者閱讀之因素，並設定大專生作為調查對象，使用問卷調查法瞭解近三年人氣作品與逐步迴歸分析來探討漫畫娛樂性、漫畫時事性、取得便利性、編排設計性、漫畫交誼性對於內容吸引性之關係，並歸納網路漫畫吸引大專生的閱讀因素，經研究結果瞭解，對於內容吸引性有顯著預測力之構面，依序為漫畫娛樂性、漫畫時事性、取得便利性，以及編排設計性，而漫畫交誼性相較之下較無影響，以提供網路漫畫產業、相關單位以及相關領域作為後續研究之參考。

The rise of webtoons in the domestic comic reading market can be attributed to the widespread use of digital mobile devices and the diversification of digital content. These changes have been brought about by advancements in digital networking technologies, which have greatly reduced production costs. Furthermore, innovative webtoon formats introduced from Korea to the Taiwanese market have played a significant role. As a result, webtoons have gained immense popularity among the younger generation, leading to a surge in online comic reading.
This study aims to explore and understand the factors that attract readers to engage in webcomic reading. It focuses on college students as the survey participants and utilizes a questionnaire survey method to investigate the popularity of webtoon over the past three years. By employing stepwise regression analysis, the study examines the relationship between several key aspects including entertainment value, current events relevance, accessibility, layout design, social interaction, and content attractiveness of comics. The research findings have summarized the factors that attract college students to read webtoon. These factors include entertainment value, current events relevance, accessibility, and layout design. They are found to significantly predict the content attractiveness of comics. On the other hand, social interaction appears to have a relatively insignificant impact. These findings hold implications for the webtoon industry, related organizations, and future researchers in this field.

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