公視戲劇節目品質與公視品牌形象之相關性研究

本研究透過文獻資料分析、魅力工學評價構造法與深度訪談等研究方法，結合運用「公廣集團公共價值評量」指標找出公視戲劇節目的魅力因子，並透過閱聽眾的回饋與訪談、專家意見、問卷資料收集分析，釐清公視戲劇節目品質與公視品牌形象兩者的相關性。本研究發現公視戲劇節目品質具有影響力、信任感與品質三項因子，公視戲劇節目內容具有豐富性、特殊性、中立性、製作專業性與演員專業性五項因子，公視品牌形象具有品質性、公民性與評價性三項因子。其中戲劇節目的品質因子與品牌形象的品質性因子與公民性因子具有相關性、戲劇節目內容的豐富性因子與閱聽眾的滿意度相關程度大。以上研究分析結果期能提供作為公視製作戲劇節目與發展公視品牌形象時作為參考。

關鍵字

公共電視；戲劇節目；品牌形象；魅力工學

並列摘要

The study investigates the correlation between the quality of PTS's drama programs and its brand image. The research methods used include literature analysis, Evaluation Grid Method of Miryoku Engineering, in-depth audience interview analysis, and questionnaire analysis. The study also uses the index of Pubic Value Assessment System of PTS to clarify the charm factors of its drama programs. The study finds three general charm factors of the PTS drama programs-influentiality, accountability, and quality, and their five professional charm factors-richness, uniqueness, neutrality, professional production, and professional actors. In the brand image of PTS, three charm factors are found, including quality, citizenship, and evaluation. The study shows the drama programs' charm factor of quality is related to the PTS brand image's charm factors of quality and citizenship, and the drama programs' charm factor of richness is related the audience's satisfaction. The results of the study are expected to help PTS improve its drama programs and polish its brand image.