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題名 | 臺北市電視烹飪節目觀眾收視動機與收視行為之研究=A Study on the Viewing Motivation and the Viewing Behavior of TV Cooking Show Viewers in Taipei |
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作者 | 陳雪霞; 吳武忠; Chen, Hsueh-hsia; Wu, Wu-chung; |
期刊 | 餐旅暨家政學刊 |
出版日期 | 20050300 |
卷期 | 2:1 2005.03[民94.03] |
頁次 | 頁83-113 |
分類號 | 557.775 |
語文 | chi |
關鍵詞 | 烹飪節目; 收視動機; 收視行為; Cooking show; Viewing motivation; Viewing behavior; |
中文摘要 | 本研究之主要目的在於瞭解電視烹飪節目觀眾的收視動機與收視行為之情形。本研究採用問卷調查法,以立意抽樣抽選臺北市電視烹飪節目的觀眾為對象,共發出600份問卷,有效回收問卷480份。研究所得資料經SPSS 10.0 for Windows統計套裝軟體處理,以描述性統計、t檢定、單因子變異數分析、薛費事後檢定及卡方分析進行分析。研究結果如下:(1)收視動機以「學習事物」動機程度最強,而「社交互動」的動機程度最弱。(2)臺北市電視烹飪節目觀眾收看頻率多為每週1-2天、時間多在0.5小時內,主要的收看時段以晚上居多。最喜歡收看的為日本節目,其原因主要為製作內容烹飪專業知識豐富。(3)臺北市電視烹飪節目觀眾不同個人背景變項在電視烹飪節目「收視動機」及「收視行為」上有顯著差異。(4)臺北市電視烹飪節目觀眾不同的收視動機在收視行為上有顯著差異。 |
英文摘要 | The main purpose of this research is to investigate the viewing motivation and viewing behavior of TV cooking show viewers. The research method of this study is questionnaire. The population of this study was the viewers in Taipei who watching TV cooking shows. The sample was selected by purposive sampling; 600 questionnaires were given out and 480 complete questionnaires were received. Data were analyzed by SPSS 10.0 for windows and the statistical analysis of this study included descriptive statistics, t-test, one-way ANOVA, Scheffe method, and method, and Chi-square. The followings are the survey conclusions: (1) The viewing motivation level is the highest on “learning”, but very low on “socializing”. (2) Most viewer watch on a frequency of 1 to 2 days per week, and 30 minutes or shorter per day. Also, most viewers watch TV cooking shows at the night, and the most favorite program style was cooking program from Japan. The main reason is that the content of the program is professional and plentiful (3) There was a significant difference on viewing motivation and viewing behavior in terms of different personal background of TV cooking show viewers in Taipei. (4) There was a significant difference on viewing behavior in terms of different viewing motivation of cooking show viewers in Taipei. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。