偶像劇收視價值：階層模式與類型

Audience Value of TV Trendy Dramas: Hierarchical Model and Classification

劉宗諭(Tsung-Yu Liu)

指導教授 ： 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

本研究分質性與量化研究兩階段進行。第一階段質性研究以軟式階梯法訪談各50位上班族女性與學生族群之偶像劇收視者利用方法目的鏈探討收視者觀賞偶像劇所追求的收視價值內涵與階層模式。研究結果發現：（1）建立12項戲劇屬性、14項收視利益及14項收視價值之三階層要素；（2）最重要三項戲劇屬性為劇情、戲劇特性、偶像；最重要三項收視利益為好奇期待、感同身受、放鬆紓壓；最重要三項收視價值為愉悅感、自我成長、滿足感；（3）臺灣與韓國偶像劇之價值內涵差異性比較顯示：戲劇屬性中臺劇受訪者重視話題性，韓劇受訪者重視場景；臺劇受訪者重視的收視利益為娛樂趣味；收視價值部分，臺劇受訪者重視幸福感，而韓劇受訪者重視美感。第二階段導入Kano模式，依據456位觀眾收視經驗將收視利益之需求類型加以分類，並推論收視價值的需求類型。研究結果可知：（1）對高度收視利益族群而言，情誼交流、感同身受、投射效果、年輕感、貼近生活為魅力要素；賞心悅目、好奇期待、放鬆紓壓、娛樂趣味、善用時間為一維要素；受稱讚、熟悉支持、學習仿效、追求嚮往為無差異要素；（2）對低度收視利益族群而言14項皆為無差異要素；（3）收視價值中，愉悅感、自我成長、滿足感、新鮮感、美感為一維要素；歸屬感、幸福感、真實感、投入感為魅力要素。最後根據研究結果提出實務建議與未來研究方向。

關鍵字

收視價值 ； 方法目的鏈 ； Kano ； 偶像劇

並列摘要

This research divides into two different stages: quality study and quantity study. The first stage of quality study is trendy drama that interview 50 office ladies and students who are the viewers of trendy drama via soft laddering and using means-end chain theory for foundation as well. Therefore, we can understand what are the level and the connotation of value for the trendy drama viewers by first stage. Result of the research: (1) Establishment of 12 kinds of drama attribute, 14 kinds of watching benefit and 14 kinds of watching values of three hierarchical value element. (2) The three most important of drama attributes are: stories, characteristic of drama and idols. The three most important watching benefit is: curiosity and anticipation identify and easy for releasing stress. The three most important watching values are: joyful, self-growth and feeling of satisfaction. (3) The differences of connotation value from trendy drama of Taiwan and Korea: In drama attribute, the viewers take the topicality seriously for Taiwanese trendy drama but the viewers take the scene seriously for Korean trendy drama. In watching benefit, the viewers take entertainment seriously for Taiwanese trendy drama. In watching value, the viewers take happiness seriously for Taiwanese trendy drama but the viewers take esthetics for Korean trendy drama.
The second stage inducts Kano model. This study classifies the demand of watching benefit and indicates the demand of watching value via 456 trendy drama viewers. Result of the research: (1) The attractive elements are relationship communication, identify, projecting effect, feeling young and close the reality for the group of highly watching benefit viewers. The one-dimensional elements are pleasure, curiosity and anticipation, easy for releasing stress, entertainment and use the time well. The indifferent elements are to be compliment, acquaint and supportability supporting, learning and imitation and to be attracted toward. (2) These 14 kinds of watching benefit are indifferent elements for lightly watching benefit viewers. (3) For watching value, the one-dimensional elements are: the joyful, self-growth, feeling of satisfaction, keeping the attraction fresh and esthetics. The attractive elements are: the sense of belonging, happiness, reality, and the sense of absorbed.
Finally, give some practical suggestion and research direction in the future according to this study result.

並列關鍵字

means-end chain ； watching value ； Kano ； trendy drama

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