| 摘要: | 民國82年先後開放廣播頻率與有線電視，結合了衛星科技，其電視節目內容豐富及多樣化，使台灣有線電視的裝機率也一路攀升，在民國89前已有80%的台灣民眾裝有有線電視（劉幼俐、陳清河，民89）。民國99年媒體產業列入文化創意產業後，與我們的生活更密不可分，民國101年7月我國停止發送無線電視類比訊號，無線電視進數位化後，提供更多元的頻道，閱聽人的收視選擇種類更多樣化。臺灣媒體產業隨之急速發展，媒體組織與資訊爆增，媒體組織為了爭奪閱聽人的注意力，媒體競爭開始於節目、服務、資金、人才、技術等全方位的整體實力競爭。對閱聽人而言，如何選擇一個優質的媒體收看，對閱聽人而言更顯重要。
根據過去文獻發現，有關閱聽人收視行為的研究，大都針對特定頻道、節目，或閱聽人個人特質等作討論，尚未對電視媒體形象作更進一步地探討。在競爭激烈的媒體環境中，閱聽人對電視媒體形象印象之好壞，是否成為影響閱聽人選擇媒體的因素之一，是本研究著重的部份，並試圖從閱聽人的角度，探討電視媒體形象對閱聽人收視行為的影響。
透過文獻得知，電視媒體形象的建立，除了媒體組織需要對外費心建立形象與經營外，也會受到外在環境因素之影響，因此關於電視媒體形象影響因素的評估，將環境因素分為兩部份，分別為「外部環境」與「內部環境」。外部環境如：媒體獲獎、受到國家或政府或社會的團體機構等的干涉或影響。內部環境如：電視媒體的公益基金會對社會的貢獻、電視媒體形象廣告、新聞缺失（不實報導、照片造假）等。
研究架構根據文獻分為內、外環境對電視媒體形象與閱聽人收視行為意圖產有影響。研究方法採用問卷調查法，其中環境因素與收視行為意圖部分採用5分李克特量表，電視媒體形象評估採用語意差異法。採用迴歸分析為統計分析來探討電視媒體形象與閱聽人收視行為之關聯性，問卷題項另包含人口變項。問卷發放共計400份，回收問卷329份，回收率82.25%，有效問卷329份。受訪對象男性159人，女性171人。年齡分布以21-30歲族群最多，有83人，其次分別為31-40歲有73人、41-50歲有56人、20歲以下有52人、51-60歲有47人，及61歲以上有18人。居住地區以北部地區為最多，佔74.2%。教育程度以大專院校為最多，佔67.5%。最少看的電視台統計，最少收看的電視台以好消息衛星電視台之人數最多，有63人，佔19.1%；最常看的電視台以中天電視之人數為最多，有45人，佔13.7%。
研究結果顯示，閱聽人認為對於不常看電視台，其內部環境對於他們對電視台認知型形象和閱聽人收視行為意圖沒有顯著，但內部環境對情感型形象有影響；外部環境對於他們對電視媒體形象和閱聽人收視行為意圖有顯著；閱聽人認為電視媒體形象越正面，會提升收視行為意圖，負面的電視媒體形象則會降低閱聽人的收視行為意圖。
閱聽人認為對於常看電視台，其內部環境對於他們對電視台認知型形象和閱聽人收視行為意圖有顯著；外部環境對於他們對電視媒體形象和閱聽人收視行為意圖有顯著；閱聽人認為電視媒體形象越正面，會提升再收視行為意圖，負面的電視媒體形象則會降低閱聽人的再收視行為意圖。
關鍵詞：環境因素、電視媒體形象、閱聽人、收視行為意圖。
Abstract
In Taiwan, with combination of satellite technology, the broadcast and cable TV has been released in public successively since 1993, the installed rate of cable TV has been dramatically soaring at 80% because of the variety of television programs (Liuyou Li, Chen Qinghe, in 2000). Our lives have been more closely connected with media industry since 2010 when the media industry was considered cultural and creative industries. The digitization signals replaced analog signals in 2012, it provided the audiences more channel options in diversity. With the blooming development and the information explosion in media organizations, the media in Taiwan started the extensively competition in services, capitals, talents and technologies in order to capture the audiences’ attention. Therefore, it’s important for the audiences to make a choice of a media with high-quality contents.
According to previous studies, it showed that most of the audiences viewing behavior researches was focused on the specific channels, programs, or audience personal qualities but didn't have further discussion on TV media image. In the competitive media environment, one of the key factors for the audiences is the impression of the TV media. In this research, it's is the key chapter and the influences between the audiences acceptance and TV media image.
Through the literature, the image of television media establishment, also influenced by external environmental factors, in addition to media organizations need external bothered image building and operating TV media image affect the assessment of the factors, and environmental factors into two parts, respectively, to the external environment and internal environment. The external environment, such as: media awards, by the state, government or social organizations in interference or influence. Internal environment, such as: TV media Charity Foundation's contribution to society, the TV media image advertising, news fault (fake reports, photos fraud).
Research framework based on the literature which is divided into internal and external environment is the intention of producing influential TV media image and audience viewing behavior. The research method used questionnaires survey, environmental factors and viewing behavior intentions part 5 Likert scale TV media image assessed using semantic differential. Regression analysis was used for statistical analysis to explore the relevance of TV media images and audience viewing behavior and the questionnaire items other demographic variables. Total of 400 questionnaires, 329 completed questionnaires, overall response rate is 82.25%. Be interviewed 159 male and 171 female. Age distribution up to the 21-30 age group, 83 people, followed by 31-40-years-old, 73 people; 41-50-year-old, 56 people; under 20 years of age, 52 people; 51-60-year-old, 47 people; and 61 over the age, 18 people. Residential area in the northern region for up to 74.2%. Level of education to tertiary institutions for up to 67.5%. The television station statistics of the lowest rating ,which is GOOD TV, 63 people (19.1%); most frequently watching television station the number of CTI TV Inc. for up to 45 people (13.7%).
The results show that will influence audience to television stations do not often watch, its internal environment doesn’t correspond to the intent of TV image of cognitive and audience viewing behavior, but the internal environment emotional factor will affect the image effectively. External environment for TV media image of intent and audience viewing behavior is significantly. Audience think that more positive TV media image will enhance the viewing behavior intentions, and negative TV media image of audience viewing behavior intention will reduce.
Audience think people who often watch TV, the internal environment they intent on the TV media image of cognitive and audience viewing behavior. External environment for TV media image and the intent of the audience viewing behavior significantly. Audience think that a more positive of TV media image will enhance the intent of re-viewing behavior, the negative TV media image will reduce the audience re-viewing behavior intentions. |
