- 學位論文
以利基理論探討共生型部落格對電視節目閱聽人的影響─以歌唱選秀節目為例
A Study of the Effect of Symbiotic Blog on TV Program Audience by Niche Theory─A Case of Singing Contest Program
摘要
2007年臺灣的電視節目開始運用部落格行銷，其中「超級星光大道」是最成功的案例之一。本研究在實際觀察中發現「超級星光大道」與其官方部落格間存在著相互合作的關係。因此，本研究將此類型為商品或服務行銷推廣與行銷標的間具有資源使用重疊、相互合作關係的部落格稱為「共生型部落格」。本研究主要目的是以「利基理論」探討電視節目與其共生型部落格間應相互運用哪些關鍵資源，才能發揮「利基重疊度」的效果，增強閱聽人對節目的態度及忠誠度。 本研究將「參賽者」、「主持人」、「評審」與「節目內容」視為歌唱選秀節目與其共生型部落格間最常互相運用的節目資源，「資訊」、「娛樂」、「互動」則為電視節目閱聽人使用共生型部落格的三大動機，而藉由滿足閱聽人之使用動機，提升閱聽人對部落格之「態度」，進而提升對節目之「態度」及「忠誠度」，是為歌唱選秀節目與其共生型部落格共同創造之「利基優勢」。 本研究採取實地實驗法，經由結構化方程模型之建構與實證，歸納出以下研究結論：閱聽人對共生型部落格之「資訊」、「娛樂」有用認知會受到「利基重疊度—參賽者」與「利基重疊度—評審」的正向直接影響；閱聽人對共生型部落格之「互動」有用認知會受到「利基重疊度—參賽者」的正向直接影響；閱聽人對共生型部落格之「態度」會受到閱聽人對部落格之「資訊」、「娛樂」、「互動」有用認知的正向直接影響；閱聽人對共生型部落格之「態度」會直接正向影響其「上站忠誠度」及對歌唱選秀節目之「態度」；而閱聽人對歌唱選秀節目之「態度」會直接正向影響其「節目忠誠度」。
並列摘要
TV program production organizers start to draw on blogs for marketing, which“Super Star Ave” is the one of the most successful cases in 2007 in Taiwan. The researcher finds the cooperative relationship between “Super Star Ave” and its blog. The researcher name the kind of blog which is for promoting goods or services and have the cooperative relationship with marketing target “symbiotic blog.” The main purpose of this study is to explore the TV program and its symbiotic blog which should be use mutually what the key resources, and can have the effect about “niche overlap” which to enhance the audience's attitude and loyalty to the TV program by “niche theory”. The player, host, judge, and content are regarded as the program resource which be used in singing contest program and its symbiotic blog mutually in this study. Information, entertainment, and interaction are the TV program audience's three motives for using the TV program's symbiotic blog. There is to enhance the audience's attitude toward blog, and then enhance they attitude and loyalty to program by contenting they motives is the “niche advantage” which be created together by singing contest program and its symbiotic blog. This research adopts field experiment, through structural equation model for statistic analysis, the summary and the results are listed as follows: “niche player” and “niche judge” have positive and direct effect on the audience's “perceived information usefulness” and “perceived entertainment usefulness” for symbiotic blog. And “niche player” has positive and direct effect on the audience's “perceived interaction usefulness” for symbiotic blog. The audience's “perceived information usefulness,” “perceived entertainment usefulness,” and “perceived interaction usefulness” have positive and direct effect on the audience's attitude toward blog. The audience's attitude toward blog has positive and direct effect on his blog-browsing loyalty and attitude toward program. And the audience's attitude toward singing contest program has positive and direct effect on his program loyalty.