| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === Since 1993 the opening of the broadcast channels, a huge number of the domestic radio stations, large and small, have rapidly mushroomed. In such a contending market, the so-called "type radio stations" focusing on audience segmentation came into being. Whether the programs provided by radio stations can meet and fit the audience needs, audiences are satisfied or not, and whether the channel can get the loyalty of the audiences are indeed very important issues for the survival radio stations.
This research applied uses and gratifications theory to specifically investigate and analyze the drivers and to explore how traffic radio stations' traffic guidance and other traffic service attributes, programs, host attraction, songs and music, local characteristics, lifestyle information, domestic and international news, etc., affect the drivers' listening motivation, listening behavior and satisfaction. The study objects were drivers in Kaohsiung area, who listen to "Police Broadcast Network Kaohsiung Station." Convenience sampling method was applied and valid questionnaires were 267 copies. The results showed that:
1. The audience who has higher listening frequency also has significantly higher satisfaction than those who has lower listening frequency ; the audience who spends longer time to listen to the radio also gets higher satisfaction than those who spends shorter time.
2. The stronger listening motivation, the higher satisfaction; the audience's listening motivation gets positive relationship with listening satisfaction.
3. The audience's educational level and vocation are significantly correlated with the listening satisfaction.
4. The audience's educational level and the audience's different types of vehicle are significantly related to the listening motivation.
5. The audience's age and listening frequency, their occupation and listening time, their types of vehicle and listening time, their political parties and listening time are significantly correlated.
|
|---|
