媒體傳播策略運用與觀賞動機暨行為研究-以淡江大學賽博頻道為例

A Study of Effectiveness of Media Strategy And Viewing Motivation: A Case Study of Cyber Channel in Tamkang University

黎芝伶(Chih-Ling Li)

指導教授 ： 顧大維

淡江大學/教育學院/教育科技學系碩士班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00226

摘要

本研究旨在(1)探究淡江大學學生觀賞賽博頻道的行為(2)探究淡江大學學生觀賞賽博頻道的動機(3)探究淡江大學學生對於媒體傳播策略的偏好(4)探究閱聽者的觀賞動機與使用滿足程度的關聯性。本研究透過文獻分析，歸納出包含觀賞行為、觀賞動機、傳播策略偏好以及使用與滿足之四個構面。本研究之閱聽者係以淡江大學大學部淡水校區之大學生為代表，研究工具採「賽博頻道觀賞動機與觀賞行為調查問卷」進行便利隨機抽樣調查，問卷發放 450 份，有效問卷為 412 份，有效回收率為 96 %，問卷經由信度及效度檢定，並進行因素分析，信度Cronbach α 值為 .89。
本研究結果顯示：
一、閱聽者每周上課途中遇到賽博頻道電視螢幕以遇到五天的頻率最高。
二、閱聽者平均每周觀賞賽博頻道的次數為3次以下。
三、閱聽者最常觀賞賽博頻道的時段為中午12 點至下午1點。
四、閱聽者最常觀賞賽博道的地點為文學館。
五、閱聽者最常停留觀賞賽博頻道的時間為1分鐘至3分鐘。
六、閱聽者最常觀賞的資訊類型為校園活動資訊。
七、閱聽者主要的觀賞動機以休閒消遣為主。
八、閱聽者對於傳播策略偏好以增加便利構面為主。
九、閱聽者的使用與滿足以播放設置構面為最高。
十、閱聽者的觀賞動機與使用滿足之間存在顯著正相關。
十一、不同的個人背景變項，在觀賞動機皆有差異。
1. 女性在蒐集資訊構面較男性顯著。
2. 三年級的閱聽者在社交娛樂構面顯著高於四年級的閱聽者；在資訊蒐集構面三年級的閱聽者較四年級的閱聽者顯著。
3. 商學院的閱聽者在蒐集資訊構面較理學院的閱聽者顯著；文學院的閱聽者在休閒消遣構面較工學院的閱聽者顯著。
十二、不同的個人背景變項，在傳播策略偏好有顯著差異。
1. 女性在媒體喜好構面較且男性顯著。
2. 四年級的閱聽者在畫面呈現構面較三年級的閱聽者顯著。
3. 理學院的閱聽者在增加便利構面較商學院與教育學院的閱聽者顯著；理學院的閱聽者在畫面呈現構面較上顯文學院、工學院、教育學院及外語學院的閱聽者顯著。
十三、不同的個人背景變項，在使用與滿足上有顯著差異。
1. 女性在休閒娛樂以及播放設置構面較男性顯著。
2. 三年級的閱聽者在休閒娛樂構面較四年級的閱聽者顯著。
3. 理學院的閱聽者在休閒娛樂構面較文學院的閱聽者顯著
文末並根據研究結果，提出對於學校單位以及未來研究之建議。

關鍵字

觀賞動機 ； 觀賞行為 ； 傳播策略

並列摘要

The purposes of this study were (1) the audiences’ viewing behavior of Cyber channel (2) the audiences’ viewing motivation of Cyber channel (3) the audiences’ preferences of media (4) the relations between viewing motivation and utilization and satisfaction. This study generalized 4 main consideration factors which included: (1) the viewing of behavior, (2) the viewing of motivation, (3) preferences of media strategies, (4) the utilization and satisfaction. This study took the undergraduate students from Tamsui campus of Tamkang University as example of audiences. The study adopted survey as the research method. By using stratified sampling, there were 412 questionnaires sent out to target students and the vaild returned rate was 96%.The reliability of Cronbach α of the questionnaires is .89.
The results of this study were summarized as below:
1. The frequency of seeing TV screen broadcasting Cyber channel of the audiences was five days a week.
2. The frequency of watching Cyber Channel of the audiences was less than three times a
week.
3. The peak viewing hour of Cyber Channel was between 12 o’clock and 1 o’clock at noon.
4. The frequency of Cyber Channel being watched in the building of literature was the hightest
among 7 buildings.
5. The length of audiences watching Cyber Channel was under 3 minutes
6. The viewing percentage of campus information was the highest among 3 different types of
programs.
7. Killing time was the major motivation to watch Cyper Channel.
8. The major preference for the media strategy was increasing convenience.
9. Setting and broadcasting had the highest utilization and satisfaction rate among 9
dimentions.
10. The viewing of motivation and the utilization and satisfaction of the audiences had
apparently significant differences .
11. There were significant differences among viewing of motivation from different
backgrounds.
(1) Information Collecting of females were significant than males.
(2) As for Social and amusements audiences from junior were significant than audiences from senior.
(3) As for Information Collecting audiences from College of Business were significant than students from College of Science. Audiences from College of Liberal Arts were significant than audiences of College of Engineering on amusements and diversion.
12. There were significant differences among media strategies from different backgrounds.
(1) Preferences of media of females were significant than males.
(2) As for Presentation of screen audiences from Senior were significant than audiences from Junior.
(3) As for Increasing convenience audiences from College of Science were significant than audiences from College of Business and Colleege of Education. Audiences from College of Science were significant Management than audiences of College of Liberal Arts ,College of Engineering, College of Education and College of Foreign Language on Presentation of screen.
13. There were significant differences among the utilization and satisfaction from different
backgrounds.
(1) Leisure and recreation and Setting and broadcasting of females were significant than males.
(2) As for Leisure and recreation audiences from Junior were significant than audiences from Senior.
(3) As for Leisure and recreation audiences from College of Science were significant than audiences from College of Liberal Arts.
Based on the research results, the study provided several suggestions for administrators of Tamkang University and future research.

並列關鍵字

The motivation of viewing ； The behavior of viewing ； The strategies of communication

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