台北市電視烹飪節目觀眾收視動機與收視行爲之研究

A Study on the Viewing Motivation and the Viewing Behavior of TV Cooking Show Viewers in Taipei

陳雪霞(Hsueh-Hsia Chen) ； 吳武忠(Wu-Chung Wu)

《餐旅暨家政學刊》 2卷1期 (2005/03) Pp. 83-113

https://doi.org/10.6572/JHHE.2(1).5

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爲之情形。本研究採用問卷調查法，以立意抽樣抽選台北市電視烹飪節目的觀眾爲對象，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)台北市電視烹飪節目觀眾收看頻率多爲每週1-2天、時間多在0.5小時以內，主要的收看時段以晚上居多。最喜歡收看的爲日本節目，其原因主要爲製作內容烹飪專業知識豐富。(3)台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的「收視動機」及「收視行爲」上有顯著差異。(4)台北市電視烹飪節目觀眾不同的收視動機在收視行爲上有顯著差異。

關鍵字

烹飪節目 ； 收視動機 ； 收視行爲

並列摘要

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 completed 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 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 TV cooking show viewers in Taipei.

並列關鍵字

cooking show ； viewing motivation ； viewing behavior

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