閱聽人對《琅琊榜》觀賞動機和使用與滿足程度之研究

隨著全球化的發展與科技日新月異的進步，台灣偶像劇不再是閱聽人觀看的唯一選擇。近年來，大陸劇在台灣快速竄紅，除了造成收視風潮外，更引起了「琅琊榜現象」。2015年《琅琊榜》開播一夕成為話題電視劇，引發閱聽人主動迴響與討論，也席捲全亞洲，包含美國、日、韓等地。因此，本研究試圖了解台灣閱聽人對《琅琊榜》觀賞動機和使用與滿足程度，並藉由人格特質作為分析，期望透過觀賞動機與使用滿足，觀察出一部成功的戲劇，是如何吸引閱聽人的觀賞與討論。本研究以不同「人格特質」及「人口統計變項」探討閱聽人對《琅琊榜》觀賞動機和使用與滿足程度之關係。本研究透過網路問卷收集樣本，分析並驗證本研究之研究假設。研究結果證實: 1.不同人格特質對於琅琊榜的觀賞動機有顯著相關。2.不同性別、年齡、婚姻狀態與教育程度在觀賞動機具有顯著差異。3.觀賞動機與滿足程度具有顯著相關。上述的發現，不但可以瞭解閱聽人《琅琊榜》觀賞動機與滿足程度，也可以成為未來臺灣電視劇在角色刻畫、故事情節安排，及其它製作發展方向之參考依據。

關鍵字

閱聽人；人格特質；使用與滿足；琅琊榜

並列摘要

In recent years, Chinese television dramas have become more and more popular in Taiwan. Not only have Chinese television dramas gone up in ratings, it has also caused a phenomenon called “Nirvana-in-Fire insanity” to rise. “Nirvana in Fire” aired in 2015 and became a huge hit, which attracted people’s attention and generated much discussion about the show. It also became popular in Japan, United States, South Korea and many other countries. Therefore, this study attempts to understand the correlation between Taiwanese audiences’ personality traits, viewing motivations and after-watching satisfaction of “Nirvana in Fire,” and hopes that by gathering the audiences’ motives and gratifications, we can observe how a successful drama attracts people. Through a web questionnaire, collected samples were analyzed and verified the hypothesis of this study. The results confirmed that (1) differences in personality traits were significantly related to the viewing motivation of “Nirvana in Fire”; (2) differences in age, gender, marital status and education of audiences have significant differences in the viewing motivation of “Nirvana in Fire”; and (3) audiences’ viewing motivation and gratifications in “Nirvana in Fire” have significant correlation. The findings not only help to understand the degree of audience's motive and satisfaction, but also serve as a reference for future Taiwanese TV dramas in character portrayal, story arrangement, and other developmental directions.