消費者對電視導覽雜誌編排設計之偏好研究

收看電視節目是許多人放鬆時的休閒娛樂，而電視節目因能拓展不同文化與歷史視野、藉由視覺感受前所未有的體驗而受到大眾喜愛。電視導覽雜誌作為工具書，功能主要在於提供相關資訊，以便讀者在安排休閒娛樂以及查閱喜愛節目內容時能取得所需資訊。然而，目前市售之電視導覽雜誌內容常因資訊種類交錯，使讀者無法有依循編排邏輯快速翻閱到所需資訊之單元，造成使用上的不便。本研究以日本電視導覽雜誌作為探討對象，先搜集市售電視導覽雜誌，針對其編排設計做歸納與分析，再藉由「電視導覽雜誌之編排設計偏好」做問卷調查，來了解消費大眾目前對於電視導覽雜誌編排設計之偏好與評價，期望研究成果能作為未來電視導覽雜誌出版與設計上之參考。本研究之結果如下：消費者在購買電視導覽雜誌時的考量以「喜歡之藝人的專欄或採訪」與「電視劇主演專欄」為主要因素，由此可知消費者購買電視導覽雜誌的主要動機為喜愛之藝人，以及主演電視劇之藝人。版面意象看法與編排設計偏好結果如下：消費者認為目前市售電視導覽雜誌之封面是資訊豐富的、美觀且吸引人的；目錄是方便查閱的；電視劇主演採訪專欄與藝人採訪特輯之版面資訊為簡單易懂的、內文清楚的；綜藝節目專欄為美觀的與簡單易懂的；一週電視導覽為圖文比例恰當的、有特色的；最新一季電視劇導覽與藝人定期採訪專欄之兩單元為吸引人的，閱讀起來簡單易懂的。

關鍵字

編排設計；電視導覽雜誌；偏好研究

並列摘要

Watching TV is a leisure entertainment for many people when they relax. TV shows are loved by the public because they can expand the perspectives of different cultures and history and experience unprecedented experiences through visual perception. As a reference book, TV guide magazines mainly provide relevant information so that readers can obtain the required information when arranging leisure and entertainment and viewing the content of favorite programs. However, currently the content of TV guides on the market often show staggered category information, which prevents readers from quickly scrolling to the required information unit in accordance with the layout logic, causing inconvenience in use. In present study, Japanese TV guide magazines were used as the study objects. Firstly, we collected commercially available TV guide magazines, summarized and analyzed their layout design, and then conducted a questionnaire survey to understand the preference and evaluation of consumption based on ＂Television Guide Magazine's layout design preferences＂. The current public's preferences and evaluations for the layout and design of TV guide magazines, and hope that these results can be used as a reference for the publication and design of TV guide magazines in the future. The results of this study show that the differences in preferences of men and women for each unit can be summarized in the consideration of consumers when buying TV guide magazines. The main factors are ＂special columns or interviews of favorite artists＂ and ＂ columns for protagonists of TV series＂. The main motivation for consumers to buy TV guide magazines is their favorite artists, as well as those who starring in TV series. In terms the results of layout image views and layout design preferences are as following: consumers believe that the cover of currently available TV guide magazines is informative, beautiful and attractive; the catalogue is easy to consult; the TV series starring interview columns and artist interview specials For easy-to-understand and clear text; Variety show columns are beautiful and easy to understand; one-week TV guides are appropriate and distinctive in terms of graphic proportion; the latest season of TV series tour and regular interviews with artists. The unit is attractive and easy to read.