| Summary: | 碩士 === 國立中山大學 === 傳播管理研究所 === 99 === The media environment have changed constantly in the nowadays. Even though audiences can use a variety of the media, the ratings of watching programs by TV is still the mainstream, and the classification of the drama is the highest of program types in average audience rating. Recently, the concept of brand marketing is more and more important in the company, however, with the brand concept exploring audience viewing behavior is still rarely in the media research.
This study used questionnaires, and structural equation modeling (SEM) as a data analysis. The research focus on drama programs and channels to investigate in Taiwan so that we can understand how the brand equity affect audience viewing behavior.
The research focuses on drama programs and channels, and explores the audience viewing behavior in the perspective of customer-based brand equity. The research not only explores the brand equity of the drama programs, but also investigates the relation with the brand equity of drama programs, channels and audience viewing behavior. Even more, adding two factors in model including the types of audience and the drama types of audiences’ preference, and explore the impact with among the three.
The results showed that brand awareness of programs affect audience viewing behavior on a positive significantly, however, the brand image of programs can’t affect the audiences viewing behavior. The brand equity of drama programs can affect the brand equity of the channels and the brand equity of the channels can affect the audiences viewing behavior. In addition, because of the difference between of the types of audience and the types of drama, the brand equity of drama programs has an impact on the viewing behavior.
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