| 摘要: | 近年來，由於有線電視的合法化及普及化，各種節目應運而生，電視烹飪節目也隨之蓬勃發展。因此，本研究旨在探究台北市觀眾收看電視烹飪節目之行為現況，並瞭解個人背景對收看行為之影響。本研究係採用問卷調查法，研究母群以台北市收看電視烹飪節目的觀眾為對象，經立意取樣，發出600份問卷，有效回收問卷為480份，回收率達80%，研究工具包括「個人背景資料調查表」及「收看行為調查表」。研究所得資料經SPSS 10.0統計套裝軟體處理，以描述性統計及卡方檢定進行資料分析。研究結果如下：1.觀眾收看電視烹飪節目的「收看頻率」以每週收看1~2天最多；「收看時間」為每天收看0.5小時以下最多：「收看時段」集中在晚上的時段最多；節目類型中最喜歡的烹飪類型為「中式菜餚」，而最喜歡的國家類型是「日本」烹飪節目。2.不同的個人背景變項，在電視烹飪節目的「收看行為」有顯著差異存在。受試者「收看頻率」會因「年齡」、「職業」的不同有顯著差異。「收看時間」會因「職業」、「婚姻狀況」的不同有顯著差異。「節目類型」會因「性別」、「年齡」、「教育程度」、「職業」、「婚姻狀況」及「備膳型態」的不同有顯著差異存在。根據上述研究結果，建議電視業者在製作節目上，不僅要針對主要收視觀眾的分佈來設計節目，節目的播出時段也應與觀眾的收看時段相搭配，以符合觀眾的需求。
In recent years, because of the legalization and generalization of cable television, various TV programs have been produced, which, also brings the rise of TV cooking shows. Therefore, the main purpose of this study was to investigate the current status of the behaviors of the viewers in Taipei who watching TV cooking shows, more, to understand the effectiveness after watching programs from the viewers. The research method of this study was questionnaire survey. The population of this study was the viewers in Taipei who watching TV cooking shows. The sample was selected by purposive sampling; 600 questionnaires were given out and 480 completed questionnaires were received with a return rate of 80%, which included two sections: Personal background questionnaire and viewing behavior questionnaire. Data were analyzed with SPSS 10.0 for windows and the statistical analysis of this study included descriptive statistics, chi-square test. The following are the survey conclusions: 1.Most viewers watch on a frequency of 1 to 2 days per week, and 30 minutes or shorter per day. Also, most viewers watch at midnight, and the most favorite program style was cooking program from Japan. 2.Depending on different personal backgrounds viewing behavior towards TV cooking shows varies in terms of different personal background. Viewing frequency of the viewers differs as a function of age and occupation varies; viewing time differs as a function of occupation and marital status varies; viewing program type differs as a function of gender, age, education level, occupation, marital status, and meal preparation habits varies. According to the conclusions of this research, it is recommended that TV cooking program producers should not only focus on certain viewers, but the time of the coverage should match with the audience to satisfy the needs. |
