愚昧無知或享受參與？－廣播賣藥節目的閱聽人分析

本研究企圖探索廣播賣藥節目閱聽人的收聽行為、個人媒介系統依賴程度、擬社會人際互動、廣播參與者效果及叩應頻率與購藥行為之間的關係。研究結果顯示購藥金額與收聽時間、個人媒介系統依賴程度、擬社會人際互動程度、廣播參與者效果程度及叩應頻率均呈正相關，而閱聽人的叩應頻率越高，擬社會人際互動程度越強、廣播參與者效果程度亦越大。個人媒介系統依賴程度、擬社會人際互動程度與廣播參與者效果程度三者彼此呈正相關，而收聽時間僅與個人媒介系統依賴程度呈正相關。徑路分析結果顯示，人口變項對依變項（購藥金額）的預測力大於其他變項；教育程度低者較教育程度高者收聽的時間長、對廣播賣藥節目較依賴、對節目主持人的擬社會人際互動較強、廣播參與者效果程度較高、叩應頻率亦較高。而購藥者多為已婚，教育程度較低，每月可運用資金較非購藥者為高，每日收聽節目的時間較長，個人媒介系統依賴程度與擬社會人際互動程度都比非購藥者為高。

關鍵字

廣播賣藥節目；媒介依賴理論；閱聽人；叩應；媒介近用；擬社會人際互動

並列摘要

This study explores the relationships of the soliciting talk radio among individual media system dependency, parasocial interaction, broadcasting participation effect, the frequency of call-ins, and the purchase of product recommended. It was found that the total amount of money spent on purchasing is positively related to the talk radio exposure, the level of individual media system dependency, parasocial interaction, and broadcasting participation effect. The frequency of call-ins is positively associated with the amount of money spent on purchasing, and the level of parqasocial interaction and broadcasting participation effect. There are positive relationships among media system dependency, parasocial interaction, broadcasting participation effect. The amount of soliciting talk radio exposure is positively related to individual media system dependency, and parasocial interaction. People with higher level of education listen to less of the show, make fewer call-ins, and have less degree of individual media system dependency, parasocial interaction, and broadcasting participation effect than those with lower level of education. Buyers listen longer per day, and have a higher degree of individual media system dependency, and parasocial interaction than non-buyers.

並列關鍵字

talk radio ； media system dependency theory ； audience ； call-in ； media access ； parasocial interaction

參考文獻

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