台灣閱聽人收視OTT中國綜藝節目經驗與對中國態度關係之研究

隨著國人收視行為的改變，多頻世代的來臨，帶動了OTT的快速發展，讓中國影視節目有了新的傳播管道來到台灣，這樣的新趨勢帶動了兩岸的互動。面對兩岸的特殊關係，又因中國影視的崛起，台灣的影視產業又是如何面對，閱聽人的收視行為又是如何影響閱聽人對中國的看法，這樣的議題值得深入研究。本研究主要在探討台灣閱聽人收視中國綜藝節目的收視經驗與認同感之間的關係，了解台灣閱聽人對中國綜藝節目的收視行為、收視動機與台灣閱聽人對中國態度之間關係。研究對象為台灣閱聽人，採以問卷調查，大量搜集台灣閱聽人的收視行為、收視動機與台灣閱聽人對中國態度之相關資料，問卷共發放約一個月，共回收526份有效問卷。研究結果表示不同的性別對整體收視行為沒有顯著差異，但進一步研究收視行為各構面發現，在收看類型與收看時間長短兩項構面，不同的性別有顯著差異。不同的性別對整體收視動機沒有顯著差異，但進一步研究收視動機各構面發現，在消遣娛樂此一構面，不同的性別有顯著差異，女性閱聽人會想藉由收視中國綜藝節目來放鬆心情，而觀看中國綜藝節目的動機高於男性閱聽人。在對中國社會態度部分，僅語言使用有顯著差異，且女性閱聽人對中國的語言使用態度抱持較男性閱聽人態度高。本研究發現受試者對中國綜藝節目的語言使用態度較其他對中國態度之構面高。根據本研究結果，收視動機與對中國態度各構面皆有顯著正相關，代表收視中國綜藝節目收視動機越高，對中國的態度也就越正向；收視中國綜藝節目收視動機越低，對中國的態度也就越負向。

關鍵字

OTT ；閱聽人；中國綜藝節目；收視行為；收視動機；對中國態度

並列摘要

With the changing of TV viewing behavior from Taiwanese people and the advent of multi-frequency generation which has driven the rapid development of OTT and provided films and TV programs in China a new way to convey to Taiwan. This new trend has driven the interaction between the two sides of the Taiwan straits. To face the special relationship between the two sides of the Taiwan straits and the rise of film and television industry in China, the question of how film and television industry in Taiwan deal with this changing and how Taiwan audience's views on China being affected by their viewing behavior is worth of further study. This study mainly discusses the relationship between the viewing experience of variety shows in China and the sense of identity toward China from the audience in Taiwan. In order to understand the relationship between the viewing behavior and motivation of the audience in Taiwan and the attitude of the audience in Taiwan towards China. The subjects of this study were audiences in Taiwan. This study collected a large number of data which related to the viewing behavior and motivation of Taiwanese viewers and their attitudes towards China through a questionnaire survey. Also, questionnaires were distributed for a month and there were 526 valid questionnaires being collected. The result shows that there is no significant difference between gender and the overall viewing behavior, but a further study on all aspects of viewing behavior shows that there are significant differences between gender and viewing type, also between gender and viewing time. There is no significant difference between gender and the overall viewing motivation, but a further study on the aspects of viewing motivation shows that, in the aspect of entertainment, there is a significant difference between different genders. Female viewers would like to relax by watching variety shows from China and their motivation to watch these shows is higher than male audience. In the aspect of attitude towards China, only the question of language using shows a significant difference and female audience hold a higher positive attitude towards Chinese language using than male audience. This study found that the subjects' attitude towards the language using of Chinese variety shows is higher than other Chinese variety shows. According to the results of this study, there is a significant positive correlation between the viewing motivation and the attitude towards China. The higher viewing motivation of variety shows from China, the more positive attitude towards China will be. The lower motivation to watch variety shows from China, the more negative the attitude towards China will be.