閱聽人之人格特質、收聽行為、收聽動機與收聽滿足之關聯性研究--以漢聲廣播電臺為例

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Title:	閱聽人之人格特質、收聽行為、收聽動機與收聽滿足之關聯性研究--以漢聲廣播電臺為例 A Study on the Association between Audience's Personality Trait, Listening Behavior, Motivation, and Gratification: The Case of Han Voice Broadcasting Network
Authors:	陶聖屏蔡順傑
Contributors:	廣告系
Keywords:	廣播閱聽人使用與滿足媒介系統依賴操作條件作用學習人格特質 Radio broadcasting Audience analysis Uses and gratifications Media system dependency relation Personality traits
Date:	2007-12
Issue Date:	2017-11-14 10:22:17 (UTC+8)
Abstract:	本研究從使用與滿足理論的主動閱聽人的角度出發，深入瞭解聽眾收聽動機、收聽行為及收聽滿足程度之內涵。同時，融入人格特質相關理論，探究廣播電台聽眾的人格特質，對閱聽眾進行微觀心理分析。藉此有助於廣播電台業者在節目規劃時參考，並以分眾的方式經營，更有效地接觸目標閱聽人。本研究在研究方法部分則採問卷調查法，透過網際網路問卷及面訪問卷來收集樣本，合計二種調查方式所收集得有效問卷共為2183份以作為本次調查分析之總樣本。本研究主要分析結果如下：（一）人格特質與收聽行為、收聽動機及收聽滿足之關聯在此部分發現，重度收聽眾其人格特質除了具備了良知嚴謹的屬性之外，同時也包含心緒沈穩、樸實內斂的特質。此外，良知嚴謹型人格也是收聽動機最強烈且收聽後獲致滿足度最高的人格類型。（二）收聽行為與收聽動機、滿足之關聯本研究收聽頻率、時數、資歷與收聽動機、滿足各構面均有顯著正相關。而且發現收聽頻率愈高、時數愈長、資歷愈深的重度使用行為，會致使其在動機與滿足的構面趨向一致。（三）收聽動機與收聽滿足之現況及關聯分析結果發現，收聽動機各細項與相對的滿足獲得各項目，皆呈現顯著的高度正相關。即收聽動機愈強，收聽滿足程度也愈高（四）個人背景變項、人格特質、收聽動機以及收聽行為對收聽滿足程度之預測力研究發現，當四項收聽動機構面愈強，以及「收聽頻率」、「收聽資歷」愈高，並且聽眾人格特質屬性在「體貼多情型」、「良知嚴謹型」程度愈高，同時「教育程度」愈低、愈不是「現役軍人」的話，則收聽廣播電台的滿足程度愈高。 This research is based on the theory of uses and gratification with regard to active audiences, and deeply explores the audiences' listening motivations, listening behaviors, and listening gratification. In terms of personality traits, this study also discovers some essential dimensions of audiences' characteristics by way of the factor analysis on psychographics. Findings, in turn, could be helpful to profile and to target the audience more effectively regarding program planning in general, and audience segmentation in specifical. Gathering samples through the on-line questionnaires and the personal interview ones, this research generates valid samples of 2183. Some important findings are as follows: There exists a significant correlation between the personality trait and listening behavior, listening motivation, and listening gratification. The personality traits of heavily listening audiences tend to be moral conservative, more even-tempered, and more introverted. Further, the persons with conservative personality traits have the strongest listening motivation and obtain the most gratification. Regarding listening frequency and previous listening experiences, both are positively related with listening motivation, and satisfaction. The most powerful predicators to audiences' gratification emerge from applying the stepwise regression analysis.
Relation:	復興崗學報 90 2007.12[民96.12] 頁265-296
Appears in Collections:	[Department of Advertising ] journal articles

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