| Summary: | 碩士 === 南台科技大學 === 休閒事業管理系 === 102 === This study aims to understand the listening behaviors, listening motivations, and listening satisfactions of AM Radio Broadcasting Station audiences. To explore the difference of the different demographic background information audiences between listening motivations and listening satisfactions. And further, to investigate the relationship between listening motivations and listening satisfactions. The samples with 387 audiences were collected who were audiences of the Sound of Victory Broadcasting Station. Research instruments included questionnaires towards listening behaviors, listening motivations, listening satisfactions and demographic background information. According to the need, descriptive statistics, independent-Samples t Test, one-way ANOVA, Pearson product-moment correlation and multiple stepwise regression analysis were adopted in this study. The findings were concluded as the following:(一)Nearly half of the audiences listen to AM Radio Broadcasting with radio at home in two hours a day. Listening time was 6-12 am mostly. The number of the audiences who got used to listening Chinese language and Taiwanese were equal. Most audiences enjoyed listening to Taiwanese songs program. They could hardly buy the commodity that were recommended by the host. The topic that the host talks about was an important factor to affect audiences change the program.(二) The highest scores of listening motivations was program content. The highest scores of the listening satisfactions was program connotation.(三) Both of the education level and living conditions were important factors to affect listening behaviors and listening satisfactions of the senior citizens audiences.(四) The correlation of listening motivations and listening motivations was positive.(五) The higher listening motivations was, the higher listening satisfactions was. But the higher radio image was, the lower program connotation in listening satisfactions was.
Finally, according to the research results, this study proposed some specific suggestions to the managers and the host of the AM Radio Broadcasting Station.
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