| Summary: | 碩士 === 國立中山大學 === 傳播管理研究所 === 95 === As the Internet market has become mature over the years the population of the internet users grows rapidly, which makes a significant change to people’s life style in many ways, such as communication, shopping, entertainment, finance trading, information transmission. Undoubtedly, the popularity of the Internet in daily life leads to the fact that more and more people get used to listening to the radio on the internet.
The paper explores the viewpoints of the audience to understand the audience webcasting comportment in depth and to probe into the webcasting situations. Hopefully, this research will provide webcasting service providers a complete scheme which can impel and activate the webcasting market in Taiwan.
The studying variables of the research are based on Belk’s five compositions (1975): physical surroundings, social surroundings, time perspective, task definition and antecedent state. Therefore, the report will interpret the connection between audience’s receive behavior and webcasting situations.
This research adopts an open network questionnaire investigation. The questionnaires were collected from 364 effective copies of 404 research objects with webcasting experience.
Based on the collected data, the conclusions are as following:
1. For audiences, webcasting is the main amusement after work.
2. The majority audiences link to the webcasting right after the morning work. It indicates that listener have higher listening liberty from the webcasting than the traditional broadcasting.
3. The audiences who like to enjoy the webcasting under a leisurely, relaxed, happy atmosphere have the steady webcasting habit. Besides, those who enjoy the webcasting under the calm, happy atmosphere are random audiences.
4. Webcasting can be listener’s activity before bed and it can be considered the family amusement as well. In addition, it can be shared with colleagues at work.
5. Audio on demand will be more suitable for a program that is with a theme and content that audiences can share with others.
6. The shorter the interval of the audiences listening, the more regular the audiences have listening habits.
7. The webcasting is an easy amusement for audiences, and as well as a pleasant company, which makes the audiences stay with webcasting as longer as they can.
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