高雄市觀眾電視烹飪節目收看動機與收看滿意度之研究

A Study of the Viewing Motivation and the Viewing Satisfaction of TV Cooking Show in Kaohsiung

陳雪霞(Hsueh-Hsia Chen) ； 林秀薰(Hsiu-Hsun Lin) ； 巫嘉玲(Chia-Ling Wu)

《華岡農科學報》 22期 (2008/12) Pp. 85-106

https://doi.org/10.29985/HKJA.200812.0006

摘要

本研究旨在探討高雄市觀眾對電視烹飪節目的收看動機與收看滿意度之研究。本研究採用問卷調查法，研究工具包括「個人背景資料調查表」、「收看動機量表」與「收看滿意度量表」。並以立意取樣抽選高雄市電視烹飪節目的觀眾為對象，共發出500份問卷，有效回收問卷爲414份。研究所得資料經SPSS 10.0統計套裝軟體處理，以描述性統計、t檢定、單因子變異數分析及皮爾森積差相關進行分析。研究結果如下：(1)不同性別、年齡、教育程度、職業、婚姻狀況、家庭型態、備膳型態等個人背景變項的不同，在電視烹飪節目的「收看動機」上有顯著差異。(2)不同婚姻狀況、家庭型態、備膳型態等個人背景變項的不同，在電視烹飪節目上的「收看滿意度」上有顯著差異。(3)在「收看動機」與「收看滿意度」的各個構面間有顯著正相關存在。因此建議相關業者及相關單位應針對不同族群觀眾設計不同的烹飪節目，並提升節目製作品質、內容豐富度及正確的知識，才能滿足觀眾的需求。

關鍵字

電視烹飪節目 ； 收看動機 ； 收看滿意度

並列摘要

The purpose of this study was to investigate the audiences' viewing motivation and viewing satisfaction concerning to various television cooking shows in Kaohsiung city. A survey questionnaire was used in this study, which included three sections: Personal background questionnaire, viewing motivation questionnaire and viewing satisfaction questionnaire. By purposive sampling, 500 questionnaires were given out. 414questionnaires were completed and returned. Several statistical analysis were used including descriptive statistics, t-test, one-way ANOVA, and Person's product-moment correlation. (1) Depending on different personal background including marital status, family type, and meal preparation habits, Viewing Gratification toward TV cooking shows varies a great deal. (2) Depending on different personal background including gender, age, education level, occupation, marital status, family type, and meal preparation habits, Viewing Motivation toward TV cooking shows varies a great deal. (3) There were significantly positive correlation between viewing motivation and viewing gratification of TV cooking show viewers in Kaohsiung. As a result, the TV stations and government authority might need to design different cooking shows for viewers of different demographic background. At the same time, to meet the needs of the viewers, they may not only need to enhance the quality of the TV cooking show but enrich its content as well.

並列關鍵字

Television Cooking Shows ； Viewing Motivation ； Viewing Satisfaction