看法大不同？閱\聽人收看電視節目類型與節目選擇行為分析
What a different? A Study of Audience viewing different kinds of TV programs watching behavior

陳麗鳳
Chen, Li Feng

本研究旨在比較閱\聽人觀賞各種類型電視節目時，在節目選擇行為上之差異，以及探究閱\聽人對不同類型電視節目之節目選擇及轉台原因。本研究共有481位受試者(15歲以上)，所用研究工具為「民眾觀賞電視節目類型、收視型態與收視行為調查問卷」，所得資料以卡方進行統計分析，並以深度訪談法進行節目選擇及轉台原因之資料收集與分析。
研究發現閱\聽人收看電視以再評估模式為主；女性收看戲劇節目的忠誠度或粘著度都高於男性，收看新聞播報節目時，男性則較女性有計劃的收視，且頻道間轉台的頻率也低於女性；青年人收視比較沒有計劃，在頻道間游走的頻率也高，成年人收看電視節目較有計劃，轉台頻率較青年人低；閱\聽人不分教育程度節目選擇均以再評估模式為主，計劃型則以戲劇比例最高，搜尋模式以電影比例最高。
閱\聽人選擇收看電視節目與轉台的原因，以節目內容與廣告為主，其中「內容」當然是吸引閱\聽人選擇的主要因素，也是造成閱\聽人轉台的推手。戲劇節目會因劇情留住閱\聽人眼光，但也會因為劇情發展或編排不當而流失閱\聽人；新聞播報則因報導公正、中立與否而吸引或失去閱\聽人；廣告是轉台的關鍵時刻，若節目吸引力強，會再轉回，否則可能轉看別台。

The purposes of this study were to compare the differences of regimes of watching program selection behavior when audience watches various types of television programs, and to explore the reasons of program selection and turning channels. Four hundreds and eighty-one audiences (over 15 year) were used as the subjects. The research instrument was “audience watching television program type, watching system, and; watching behavior questionnaire”. The collected data were analyzed by χ2 and used in-depth interview to collect and analyze the reasons of program selection and turning channels. The results were as the following:
As to the revaluation, for female audience, their loyalty and adherence or devotion was higher than that of male’s. Comparing to the female audience when watching news broadcasting, the male audience watched according to a fixed plan. In addition, their frequency of channels turning also was lower than the female audience. The young people was lacking of advanced plan while watching television and their frequency of channels turning was much higher comparing to the adults. Audience with different educational levels had the same ---“Revaluation” type, the drama taking ％the highest proportion in the planning viewing type while the movie the highest in the orienting search type .
The reason for audience selecting the television programs and turning channels depends on the contents of the programs and the commercial advertisements as well. And contents of the programs had been the main points pulling or pushing the audience away. The drama programs would hold the audience because of the story lines and lost them because the improper plot development or arrangement. The news broadcasting kept or lost the audience as well because of the fairness and the neutrality of report. Commercial advertisements broadcasting was the critical moment, if the program attraction was strong enough, the audience might return, otherwise, staying in different channels became possible.

閱\聽人，節目選擇行為

audience, regimes of watching program selection behavior

2006.07.12

已授權

2006A37.pdf