動態即時訊息是新聞與資訊傳播的技術，不同呈現方式直接影響使用者偏好和理解績效。動態資訊有前導式（leading）和快速連續呈現式（rapid serial visual presentation, RSVP）兩種主要方式，而本研究乃探討新聞動態訊息影響屬性對於閱讀理解績效之相對重要性。實驗設計藉由聯合分析法進行：實驗一以水平呈現螢幕下RSVP、垂直呈現螢幕左邊leading及文字與背景極性（黑底白字、白底黑字兩個水準），實驗二以水平呈現螢幕下leading、垂直呈現螢幕左邊leading及文字與背景極性，期能探究動態訊息和配速兩因子於所屬各個水準下，對於閱讀理解績效的影響，並求取水準成分效用值和屬性相對重要性。結果顯示屬性相對重要性為實驗一：RSVP 25.89%，leading 43.50%，極性30.61%；實驗二：水平leading 32.92%，垂直leading 38.10%，極性28.98%。實驗一說明了leading呈現方式之重要性高於RSVP，而實驗二垂直leading呈現方式的重要性則略為高於水平leading；至於極性於兩項實驗中，都佔有著相當比例的重要性。是故，研究成果確實有助於新聞動態即時訊息呈現組合之視覺介面最佳化設計，有效提昇使用者滿意度。

Dynamic instant information display is one of the major information transmit technology employed in modern news media, and different dynamic displays directly affect users' preference and the performance of reading comprehension. Therefore, this research aims at exploring the influencing factors' relative importance of reading comprehension performance with dynamic instant information display on TV news. Moreover, it also proposes an optimal design of visual interface in order to enhance users' satisfaction and preference. This research sets a specific news image as background associated with conjoint analysis to implement the examination of experiments. Experiment 1 presents texts in row-RSVP format shown on the bottom of TV screen with two display speed levels (170 and 287cpm), column-leading format shown on the left side of TV screen with three display speed levels (178, 221, and 255cpm), and the polarity of text with background (white text with black background and reverse mode), which consist of full profile combination. Similarly, Experiment 2 presents texts in row-leading format shown on the bottom of TV screen (118, 193 and 229cpm), column-leading format shown on the left side of TV screen (178, 221, and 255cpm), and the polarity stated as above. The results of relative importance of attributes on Experiment 1 show that row-RSVP is 25.89%, column-leading is 43.50%, and the polarity is 30.61%; Experiment 2 show that row-leading is 32.92%, column-leading is 38.10%, and the polarity is 28.98%. The outcome of this research not only show how dynamic information display influences reading comprehension, but also help interface designers build up design criteria as well as apply this optimal design model on evaluating and making decision on proposed interface design alternatives.