| 摘要: | 以高品質、知識性定位自居的Discovery傳播集團，在全球電視市場中建立了獨特的紀實類型節目頻道，這類型的頻道雖然新穎，但對於觀眾的影響力卻不容小覷，由於其專業知性的形象，Discovery頻道的資訊也常被引做正確知識之來源。然而，國內關於紀實類型節目頻道的收視型態則少有研究，因此本研究以Discovery頻道系列的觀眾視角出發，探討紀實類型節目頻道觀眾的收視動機行為與其生活型態，並進一步對Discovery頻道在台灣的收視現況作一概略性的瞭解，以供相關電視節目的學術研究及實務運作之參考。
本研究根據收視行為、動機和生活型態理論發展出問卷架構，採用問卷調查法，以網路問卷為主，但為避免網路問卷無法接觸到較高年齡層的觀眾，因此另輔以紙本問卷針對高年齡層之觀眾進行調查，問卷共分為收視行為、收視動機量表、生活型態量表和人口統計變項等四個部分。研究進行期間為104年11月26日至104年12月7日，共發出740份問卷，回收有效問卷725份。
研究結果發現，在Discovery頻道系列中，多數觀眾最常收看的是Discovery探索頻道，其次是TLC旅遊生活頻道，再者是動物星球頻道，且觀眾的收視行為在性別、年齡、現居地區和婚姻狀況的人口統計變項上都有顯著的差異性。其中，研究發現收看不同頻道的觀眾在生活型態和收視動機上都有顯著的差異，也就是說觀眾的生活型態和收視動機會影響其選擇收看的頻道節目，因此不同生活型態的觀眾收看電視頻道的情形也有所不同。
另外，在收視動機和生活型態方面，則發現兩者之間大多屬於顯著的低度正相關，反映出頻道觀眾的收看動機與其日常生活型態之間雖有相關性，但其相關程度並不強，歸咎其因可能除了生活型態之外，另有其他因素會影響觀眾收看頻道的動機，也可能與觀眾收看電視的比例日漸下滑有所關係。
Discovery Communications Inc., which identifies itself as producing high-quality, informative television shows, creates unique nonfiction television programs in the global television market. This type of channel is novel, but its influence upon the audience is great. Because of its professional and intellectual image, Discovery Channel is often referred to as the sources of authentic information; however, there has been little domestic research about the types of nonfiction-television-program viewers. Therefore, this study, based on the perspectives of Discovery Channel's audience, aimed at studying the nonfiction-television-program audience's viewing motivation, behavior and their life styles, and furthermore, at having a general understanding of the current audience ratings of Discovery Channel programs, in hope of providing reference resources for future academic research and practices of related television programs.
The structure of the survey, with which the study was carried out, was developed from viewer behavior, motivation and life style theory. While the study employs the survey analysis method, it was conducted primarily through surveys on the Internet. In order to strengthen the weakness of Internet survey, which makes it difficult to gather opinions from higher age groups, the paper survey was made for them for investigation. The survey includes four categories: viewer behavior, viewer motivation scalograms, life style scalograms, and demographic variables. The survey length was from November 26, 2015 to December 07, 2015, and a total of 740 questionnaires were sent out, with 725 valid questionnaires retrieved.
The research results show that within Discovery Channel series, most of the audience watched Discovery Channel, the second popular channel was Travel & Living Channel, with the third popular one being Animal Planet. Besides, the audience viewing behavior shows significant differences between demographic variables such as gender, age, current living areas, and marriage status. The results further suggest that the audience who watched different channels demonstrated significant differences of life styles and viewing motivations, which meant different life styles and viewing motivations affected the audience's choice of television programs. As a result, audiences with different life styles were watching different television channels.
On the other hand, the results also suggest that variables of viewing motivations and life styles were only modestly positively correlated, which shows that while audience's viewing motivations were correlated with their life styles, the correlation was not strong. It might be explained that besides their life styles, there were certain other factors that influenced audience's motivation to choose which channels to watch, or it may have to do with the decreasing ratio of people watching television nowadays. |
