| Summary: | 碩士 === 國立中山大學 === 傳播管理研究所 === 92 === Various types of radio stations started on business since government opened the radio frequency license at 1993. However, the population of radio audiences have been decreasing because of the big build up in powerful TV network and internet world. Thus it is important for the radio station owners and mangers to seriously consider this issue. Possible solutions include how to utilize media advantage of radio station, how to understand listeners’ motivation and situation, how to give the best and acceptive programs to listeners, and how to produce the most effective package to our customers.
Research on radio listeners had been only focused on population pronumeral to find the listening behavior and stay tune motivation. In this study, we employed the situation method from Dervin’s Sence-making theory to investigate listeners listening behavior in one specific space-time domain. We study relationship between stay tune motivation and situation by colleting questionnaires at Kaohsiung area to analyze correlation among different listening motivation, time situation, space situation and mental situation.
The study used a convenient sampling approach to collect sample in Kaohsiung area. A total number of 486 samples were collected and analyzed. The analysis results are as follow-
1.Different listening motivation results in different listening time situation.
Audiences tend to listen to radio programs to get more information in the morning. In contrast, they listen to radio programs to get relaxed and comfortable in the afternoon and evening. Due to limitation of listening time, the information should be broadcast in easy, short, exact and simple way. Program with emotional and comfortable purpose should be increased.
2. Listening motivation and listening space situation are correlated.
Audiences tend to listen to radio programs to enhance their knowledge when they go to work. On the other hand, they use radio as an accompanying media when they are on the office. On their way to home or at home, broadcast is used for accompanying and emotional attribution. Radio program is for entertainment purpose when audiences are alone. If their friends or family members stay around, the function of accompanying will be changed by people communication. The motivation of listening become emotional attribution, the rate of accompanying by other people is a little bit higher.
3. Listening motivation and listening mental situation are correlated.
A high proportion of radio listeners are satisfied with radio programs regardless of what type of motivation. This is especially true when listeners want to get more news and information.
In summary, we found that motivation and situation play important role to radio audience. The owners and managers of radio stations should develop effective strategy on these issues in order to provide better service to their customer.
|
|---|
