| Summary: | 碩士 === 中國文化大學 === 生活應用科學研究所碩士在職專班 === 91 === Today, not only is television one of the most widely accepted mass media but also watching TV has become a leisure activity in Taiwan (Directorate General of Budget Accounting and Statistics Executive Yuan, R.O.C, 2001). In order to satisfy the needs of the television viewers, various TV programs have been produced (Huang, 1997), which, also brings the rise of TV cooking shows (Huang, 1998). Competition among cooking shows has also grown over the past few years. This research will look into the “Viewing Motivation”, “Viewing Behavior”, and “Viewing Gratification” of the audiences of TV cooking shows in Taipei to find any interesting differences and the relationship among each aspect.
For this research, a public survey was done in the 12 districts in Taipei using purposive sampling method. 600 forms were given out and 480 completed forms were received. In addition to the survey forms, SPSS 10.0 for Windows was used to process the gathered data and the data was analyzed with statistical methods including descriptive statistics, t-test, one-way ANOVA, post-hoc test (Scheffe’s method), chi-square test, and Pearson''s product-moment correlation. The followings are the survey conclusions:
1.Viewing Behavior of TV cooking show viewers in Taipei.
Most viewers watch on a frequency of 1 to 2 days a week, 30 minutes or shorter per day. Also, most viewers watch at night.
2.The main Viewing Motivation and Viewing Gratification are “learning”.
3.Depending on the gender, age, education level, occupation, marital status, family members, and meal preparation habits, Viewing Behavior toward TV cooking shows varies a great deal.
4.Depending on different personal backgrounds including gender, age, education level, occupation, marital status, and family income, Viewing Motivation toward TV cooking shows varies a great deal.
5.Depending on different personal backgrounds including gender, age, education level, and family income, Viewing Gratification toward TV cooking shows varies a great deal.
6.As Viewing Motivation varies, “Viewing Frequency”, “Viewing Time”, and “Viewing Program Type” vary a great deal as well.
7.Viewers in Taipei have different Viewing Gratification as Viewing Time and “Show Production Country” varies.
8.Viewing Motivation and Viewing Gratification of TV cooking show viewers in Taipei are closely related in many levels.
According to the findings and the conclusions of this research, it is recommended that TV cooking program producers should focus on meaning of Chinese food and culture, while making the shows both professional and interesting, so that the art of Chinese cooking can be promoted. Also, the showing time slots should be designed according to audience group. In addition, audience feedback channels can also be implemented for designing programs that better suits viewers’ needs. Government could also give funding to the TV producers in need while promoting government policies in the shows. Furthermore, ratings for cooking shows and be created in order to stimulate quality shows.
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