Research of Financial News Channel Viewing Behavior: the case study of Unique Satellite Television

• Main Authors: CHRISTINE HU, 胡睿涵
• Other Authors: 謝章富
• Format: Others
• Online Access: http://ndltd.ncl.edu.tw/handle/55582475924953734036

碩士 === 國立臺灣藝術大學 === 應用媒體藝術研究所 === 95 === The professional financial news channel can not only provide audiences with the instantaneous information during trading hours, but also invite the professional analyst on live program to predict the current trend of stock market. Besides, those crucial financial events can also be reported immediately and be tracked continuously in order to make investors catch all the latest news. Therefore, the purpose of this research is mainly to investigate the audiences’ acceptance for financial news channel. Statistical methods of T-test and ANOVA are applied to study the relations between rating and different sexes, ages, educations, occupations, residential areas and household incomes of audiences. In addition, this research also examines if it exists day-of-the-week effect which affects rating from Monday to Friday. Finally, the Ordinary Least Square (OLS) is adopted to discuss if the quotations on the stock market influence rating of financial news channel. The empirical findings are described as follows: 1. There is no significant difference between audiences’ sexes and rating of financial news channel. 2. Different ages, educations, occupations, residential areas and household incomes will have great influence on rating of financial news channel. 3. For day-of-the-week effect, the result shows the rating from Monday to Friday has no significant difference. 4. The quotations on the stock market and rating of financial news channel are positively correlated.