Audience Analysis For Public Television：A Study of Taiwanese TV Viewing Behaviors

• Main Authors: Chun-yi Chen, 陳君儀
• Other Authors: Duu-Cheng Fuh
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/65747517344034937211

碩士 === 南華大學 === 非營利事業管理研究所 === 91 === 　　The purpose of the study is to investigate the intents of Public Television viewers’ behaviors by internet questionnaire。The questionnaire was composed of four parts：viewers’ demographic data、viewing behaviors、viewing satisfactions and lifestyle。Valid questionnaires of the survey were 434，consisting of 380 having viewed Public Television and 54 never viewed Public Television。The study mainly focus on the viewers’ data with those have viewed Public Television。These data are analyzed by frequency analysis、factor analysis、cluster analysis、t-test、oneway ANOVA and chi-square test。 　 　　The results are： 1、The Public Television viewers in Taiwan are mostly female、student、21-25 years old、single、above university level and their monthly income are unstable。 2、The viewing behaviors：58.4% viewers watch Public Television 1-2 days a week。33.2% viewers watch 1-2 hours of Public Television each time。56.1% viewers mostly watch Public Television alone。41.1% viewers mostly watch Public Television at 9：00-12：00 pm。10% viewers have bought Public Television products；5.5% viewers have took part in activities that Public Television held。5.5% viewers have sponsored Public Television。51.8% viewers have browsed the Public Television website。The top 3 types of program viewers mostly watch are 「Drama and Movies」、「Culture and Arts」and 「News」。 3、The part of viewers’ lifestyle has been extracted into 7 factors；Through cluster analysis，5 different groups of lifestyle have obtained。 4、Parts of demographics have significant difference between the 5 groups of lifestyle。 5、Parts of viewing behaviors have significant differences between the 5 groups of lifestyle。 6、Different groups of lifestyle have significant differences between their viewing motivations。 7、Parts of viewing motivations have significant differences between their viewing behaviors。 8、Parts of viewing behaviors have significant differences between their viewing satisfactions。 9、Parts of viewing motivations have significant differences between their viewing satisfactions。