| Summary: | 碩士 === 國立臺灣藝術大學 === 廣播電視學系碩士班應用媒體藝術組 === 103 === This research is conducted on the basis of 204 questionnaires and thorough interviews with 9 Malaysian Chinese audiences in search of the effects that Taiwan TV shows may put on their overseas audience’s impressions and willingness to visit the country. The data shows that Malaysian Chinese hold a positive impression toward Taiwan while also show a great interest to pay visits. Yet, the inclination for a longer stay to study, work, or immigrate declined in accordance with the lengths of stay. In addition, the findings show that while explaining media publicity results, if the audience’s impressions, concepts, and behavior intentions have already been formed in advance, his or her sum of exposure to Taiwan TV shows is proved to be more competent than the preferences on TV show categories. The research results gathered from our interviews, which are designed on verified hypothesis, demonstrate how TV shows play a vital role on a country’s images, as well as the fact that Malaysian Chinese acquire information of Taiwan via watching Taiwan TV shows.
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