知識問答節目閱聽人的學習風格與收視動機、行為及滿足感之研究：以《百萬小學堂》為例

A Study on the Learning Style and Viewing Motivation, Behavior and Gratification of Quiz Show Audience : A Case Study on the TV Program《The Million Dollars Primary School》

楊佩綸(Yang Pei Lun)

指導教授 ： 黃靖惠

國立臺灣師範大學/教育學院/社會教育學系/碩士(2012年)

摘要

本研究目的在檢視電視知識問答節目閱聽人的學習風格與收視動機、行為及滿足感彼此之關係，並以台視製播之「百萬小學堂」該電視節目為例。本研究以Dunn & Dunn的學習風格論述做為基礎，探討其與傳播研究領域中的使用與滿足理論彼此之間可能關連程度，從收視動機、行為及滿足感三部分來討論。

本研究分別以台北市及新北市地區各一所國民小學之學生及其家長共計357名為受試對象，經由受試者在「學習風格問卷」以及「收視動機、行為及滿足感」問卷上的回應情形，以卡方檢定、獨立樣本t檢定、單因子變異數分析、相關分析等進行考驗。

本研究結果的主要發現有：（1）不同性別之國小兒童閱聽人，其在學習風格偏好情形上有顯著之差異，國小高年級女生要比國小高年級男生更傾向於燈光明亮、動機強、持續性強、責任性強、觸覺型的學習風格；而不同年級之國小兒童閱聽人，其在學習風格偏好情形上亦有顯著之差異，研究發現六年級學生較五年級學生在持續性的學習風格上具有較強之偏好。（2）不同教育程度之成年人閱聽人，其在學習風格偏好情形上有顯著之差異，教育程度為研究所者較教育程度為國中（含以下）更傾向於正式座位規劃以及責任感強的學習風格。（3）閱聽人對於百萬小學堂該節目之收視動機與收視滿足感呈現強烈正向之關係（4）學習風格偏好狀態不同之國小兒童閱聽人，其對於百萬小學堂該節目之收視動機與收視滿足感有所差異。

透過本研究對學習風格與收視動機、行為及滿足感進行關聯性的初步探究，以了解之間可能相關程度，以進一步釐清這些理論構念間的基礎論證與其應用範疇。本研究亦整理受試者對於百萬小學堂該節目的內容、時間及流程等看法提出研究建議，盼能對於台灣的知識問答類型節目樣貌有更深入之瞭解，以供相關實務參考。

關鍵字

Dunn & Dunn的學習風格 ； 使用與滿足理論 ； 收視動機、行為與滿足感 ； 知識問答節目 ； 百萬小學堂

並列摘要

This study aims to examine, for quiz show audience, the relations among learning style, viewing motivation, behavior, and gratification, for which the TV program “The Million Dollars Primary School” televised by TTV is taken as an example. In this study, the researcher adopts Dunn & Dunn’s discourse about learning styles as a basis, trying to explore its relation with “uses and gratifications theory” related to three parts, i.e., viewing motivation, behavior, and gratification.

A total of 357 students and their parents are sampled out of one elementary school in Taipei city and New Taipei city, respectively. According to the responses via the “learning style” as well as “viewing motivation, behavior, and gratification” questionnaires, a series of statistical survey are conducted, including the chi-square test, independent sample t-test, one-way ANOVA and correlation analysis.

The main results show that: (1) Different genders of elementary school children have significant divergence in learning style preferences. Girls other than boys at fifth/sixth grade are more inclined to learning styles including preference for bright lights, and strong motivation, persistence as well as responsibility, and tactility. The significant differences in learning styles also exist in different grades of elementary school students. (2) Different education levels of adult audience have considerable distinction in learning style preferences. Compared with adult audience whose education level was junior school or below, those who graduated from graduate school tend to learning styles including the formal seating design and a strong sense of responsibility. (3) It shows strong positive interrelation between the viewing motivation and gratification for audience watching the TV program “The Million Dollars Primary School”. (4) The different learning style preferences of elementary school children audience show the evident difference in the viewing motivation and gratification associated with this program.

Through the preliminary exploration in this article, the knowledge of the mutual possible relevance among learning style, viewing motivation, behavior, and gratification can be obtained. Furthermore, it can induce the importance to clarify the basic arguments as well as its scope of application among these theoretical structures. This research also organizes the view of these participants, towards the contents, time and process of the program. It is hoped to render more in-depth comprehension of quiz-type programs for practical reference.

並列關鍵字

Dunn&Dunn’s Learning Style ； Uses and Gratifications theory ； Viewing Motivation, Behavior and Gratification ； Quiz Show ； The Million Dollars Primary School

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