Viewing behavior and media literary:A case of Trendy Drama“Black ＆ White”

• Main Authors: Yu-Chu Hsueh, 薛宇初
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/08303567489542973644

碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 98 === Due to the great development of communication technology, media commercial market became more and more competitive. Now marketing staff usually adopt “Product Placement Strategy”to combine merchandise and TV opera.They want to create more and various opportunites to expose the products and brands in the shows. The strategy has gained popularity as a way to overcome problems inherent with traditional advertising such as increased clutter, fragmented audiences and zipping and zapping behaviour. The growth of product placement in recent times however has been phenomenal. The aims of this study were to explore how the audiences interpret the context of trendy drama under the influence of context. The purpose of this study was to investigate the relationship among the socio-economic, viewing behavior and media literacy. Using trendy drama “Black ＆ White” as the subject, questionnaire was served on virtual community. 431 valid questionnaires were obtained. Descriptive statistics, item analysis, reliability analysis, exploratory factor analysis, t-test, one-way ANOVA and regression analysis were performed to analyze the difference in the perceptions of audiences. The results of the analysis showed there were partially significant differences in the viewing behavior, media literacy between socio-economic variables. Media literacy is significantly and related to viewing behavior. According to the results of this study suggests: In the media, trendy drama’s placement should be rigorous evaluation, including the object and the number, through high-quality dramas, so that audience can have a positive view of product placement. Manufacturers should assess the socio-economic backgrounds of different audience, for which type of trendy drama placement and get the maximum benefit: Marketing in the city, local governments should develop appropriate planning and facilities for film tourism, through trendy dramas affect a film’s impact on viewers’ attitudes toward a destination for the development of sustainable tourism.