在地文化對影集觀看意願之影響－以NETFLIX臺灣原創影集為例

Influence of the local culture on audience's intention to watch drama series - The investigation is base on Taiwanese Netflix original series

林宜儒 ； 李恬羽 ； 張勳妮 ； 鄭卉渝

《圖文傳播藝術學報》 2021 (2021/03) Pp. 252-263

摘要

本研究旨在探討臺灣民眾對於選擇觀賞影片的主要因素，認為「在地文化」、「宣傳」、「口碑」此三項因素可能影響臺灣民眾對於選擇影片以及觀賞的意願，並以「正向情感」中介變數來解釋前述三項因素對於觀影意願產生之緣由。研究對象界定為平時會觀看Netflix線上平台選擇及收看電影、影集的觀眾，總共收集有效問卷共380份。經由統計分析後，結果顯示影像中存在「在地文化」，以及適當的運用「宣傳」、「口碑」方式傳遞資訊給觀眾，過程中皆會帶給觀眾顯著的「正向情感」，且也會直接影響其「觀影意願」。依據上述研究結果，最後再提出相關研究建議供未來學者參考。

關鍵字

在地文化 ； 宣傳 ； 口碑 ； 正向情感 ； 觀影意願

並列摘要

The purpose of this study was to investigate the motivations for selecting television programs by Taiwanese. The main factors that might influence Taiwanese decision of watching television programs are ＂Culture in the field＂, ＂Promotion＂, and ＂Word of Mouth＂. Furthermore, the investigation is using ＂Positive Affection＂ as the mediator variable to express the aforementioned factors to show the reason of the determination. Based on these indicators, multiple- choice questionnaires were developed which focuses on the target groups of Netflix's viewer and movie/television programs audience. A total of 380 valid questionnaires were collected. After statistical analysis, the outcome manifests that ＂Culture in the field＂, ＂Promotion＂, and ＂Word of Mouth＂ are the key factors that delivered the information to the audience. Meanwhile, the factors will bring significant ＂Positive Affection＂ to the audience which will directly influence the ＂Intentions to watch＂ of the audience. Regarding the investigation conclusion, we will provide our analysis and suggestion for future reference. The empirical results: 1. ＂Culture in the field,＂ ＂Promotion,＂ ＂Word of Mouth,＂ and＂Positive Affection＂ are all positive influences toward Netflix's audience their willingness to choose which movie/television programs to watch. 2. ＂Positive Affection＂ would be impacted by ＂ Culture in the field,＂ ＂Promotion,＂ and ＂Word of Mouth＂ in a positive way. 3. According to the investigation at the age-demographic breakdown, the usage of Netflix is most prevalent among users in their 20s. In addition, the returned questionnaire shows most of them are current students in the university. Therefore, you can comprehend the college students are the greatest population on Netflix.

並列關鍵字

Culture in the field ； Promotion ； Word of Mouth ； Positive Affection ； Intentions to watch