| Summary: | 博士 === 世新大學 === 傳播研究所(含博士班) === 98 === The fast-growing communication technology has made the rise of Web television an irresistible new medium, which has led to a "multichannel" viewing environment. Traditionally, assessments of television viewing behaviors have always been dominated by quantitative approaches, such as rating survey, and yet numerous criticisms toward the approaches pointed out that the actual quality of viewing has been rather neglected. To supplement the traditional rating research, a number of nations, such as the U. K.; the U. S., and France, started to gauge alternative methods to qualitatively assess audiences' viewing behaviors; the most noticeable is the Quality Rating Survey (QRS). Despite that the main purpose of QRS is to complement traditional rating survey, there has been a regret that no commonly agreed or implementable to evaluate television program qualities has been constructed in the television industry. To offset the deficiency, this study intends to review and refer to related research literature for an appropriate theoretical basis, and to further construct a feasible set of index for quality measurement of Web television viewing.
This study argues that "interactivity" marks the main characteristics of Internet use, and suggests that the concept of "intertextuality" in media uses provides a view point for the Web TV audience. The study further points out that research on viewing behaviors in the new media environment has to take the relation between "media users" and "media contents" into account. In addition, through adapting the conceptual foundation from the domains of philosophy of art and management, the current study proposes that "appreciation" should be taken as the core value for quality rating assessment on Web television. Techniques of“Text mining”and“Single source”were employed to extract the dimensions of appreciation, and in-depth interviews; experts' validity, and online rating survey were conducted to develop measureable constructs to include in the "appreciation index." Finally, in order to ensure the empirical value and applicability of the instrument, the study tested the appreciation index on two major but easily neglected television genres: variety/entertainment shows and dramatic programs, and thus complements the line of quality rating research on Web television.
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