電視烹飪節目收看動機與收看滿足之研究－以台北市觀眾為例

A Study on the Viewing Motivation and the Viewing Gratification of TV Cooking Show Viewers

陳雪霞(Hsueh-Hsia Chen) ； 吳武忠(Wu-Chung Wu)

《觀光研究學報》 10卷4期 (2004/12) Pp. 1-18

https://doi.org/10.6267/JTLS.2004.10(4)1

摘要

本研究之主要目的在於瞭解電視烹飪節目觀眾的收看動機與收看滿足，並進一步探討其相關性。本研究採用問卷調查法，以立意抽樣抽選台北市電視烹飪節目的觀眾為對象，共發出600份問卷，有效回收問卷480份。研究所得資料經SPSS 10.0統計套裝軟體處理，以描述性統計、t檢定、單因子變異數分析及皮爾森積差相關進行分析。研究結果如下：(1)收看動機與收看滿足程度為「學習事物」最高，而「社交互動」之收看動機與收看滿足程度最弱。(2)不同個人背景變項在電視烹飪節目的「收看動機」與「收看滿足」上有顯著差異。(3)在「收看動機」與「收看滿足」的各個構面間有顯著正相關存在。

關鍵字

烹飪節目 ； 收看動機 ； 收看滿足

並列摘要

The main purpose of this research is to investigate the viewing motivation and viewing gratification of TV cooking show viewers. The research method of this study is questionnaire. The population of this study was the viewers in Taipei who watching TV cooking shows. The sample was selected by purposive sampling; 600 questionnaires were given out and 480 completed questionnaires were received. Data were analyzed by SPSS 10.0 for windows and the statistical analysis of this study included descriptive statistics, t-test, one-way ANOVA, and Pearson's product-moment correlation. The followings are the survey conclusions: (1) The viewing motivation and viewing gratification level is the highest on ”learning”, but very low on ”socializing”. (2) There was a significant difference on viewing motivation and viewing gratification in terms of different personal background. (3) There were significantly positive correlation between viewing motivation and viewing gratification of TV cooking show viewers in Taipei.

並列關鍵字

cooking show ； viewing motivation ； viewing gratification

參考文獻

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