查詢結果分析
來源資料
頁籤選單縮合
| 題 名 | 新聞專題報導與慈善募款關聯性之研究--以TVBS「分享愛無限」為例=A Study on the Relationship between Investigative News Reporting and Charitable Fundraising--The Case of TVBS's "Boundless Love Sharing" Campaign |
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| 作 者 | 徐沛緹; 王慧雯; 高國慶; 呂奇傑; | 書刊名 | 數據分析 |
| 卷 期 | 20:4 2025.12[民114.12] |
| 頁 次 | 頁1-20 |
| 分類號 | 890 |
| 關鍵詞 | 環境、社會、公司治理; 慈善募款; 新聞媒體; 新聞專題報導; 探索性資料分析; Environmental, social and governance; ESG; Charity fundraising; News media; Feature report; Exploratory data analysis; |
| 語 文 | 中文(Chinese) |
| DOI | 10.6338/JDA.202512_20(4).0001 |
| 中文摘要 | 隨著企業社會責任(CSR)與環境、社會及公司治理(ESG)成為全球企業經營之核心方針,媒體如何運用其影響力協助慈善募款,已成為重要議題。本研究以TVBS信望愛永續基金會所推動之「分享愛無限」募款專案為個案,旨在探討電視新聞專題報導之製播特徵對慈善募款金額之影響。研究採用探索性資料分析、相關分析及決策樹等方法,針對30家社福團體之專題報導進行實證研究。研究結果發現,募款成效並非受單一因素驅動,而是受到不同變數的交互影響。首先,配樂是最重要的變數,結果顯示報導開場第一分鐘內採取無配樂之處理,能營造現場真實感,其成效顯著優於使用配樂。其次,變數間存在顯著的交互效果:在高收視率情境下,五人以上的組合能會有較高募款的成效;若主角人數較少,則高度依賴主播的引導來增加募款效果。最後,在低收視率情境下,內容深度成為關鍵。此外,混合年齡層之主角組合亦對募款績效具正向貢獻。本研究據此提出具體管理意涵,同時亦針對媒體在追求募款績效與落實ESG公平性之間的倫理平衡提出反思,為學術界與實務界在公益傳播策略上提供具價值之參考。 |
| 英文摘要 | As Corporate Social Responsibility (CSR) and Environmental, Social, and Governance (ESG) principles become central to global business strategies, this study investigates the impact of TV news production features on charitable fundraising using the TVBS "Boundless Love Sharing" campaign. Employing decision tree analysis on 30 reports, the study reveals that fundraising effectiveness is driven by the interaction of multiple variables rather than single factors. Key findings indicate that a "no background music" approach in the first minute significantly outperforms the use of music by creating realism. In high-viewership scenarios, cast sizes of five or more yield higher donations, while smaller casts rely on anchor guidance for success. Conversely, content depth becomes critical in low-viewership contexts. Additionally, mixed-age cast combinations positively contribute to performance. The study provides managerial implications for optimizing production strategies and addresses the ethical balance between maximizing efficiency and upholding ESG equity, offering valuable insights for philanthropic communication. |
本系統中英文摘要資訊取自各篇刊載內容。