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| 研究生： |
馬濟華 |
|---|---|
| 論文名稱： |
電視觀衆區隔與電視節目偏好研究 無 |
| 指導教授： | 王志剛 |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 企業管理學系 Department of Business Administration |
| 論文出版年： | 1982 |
| 畢業學年度： | 70 |
| 語文別： | 中文 |
| 論文頁數： | 123 |
| 中文關鍵詞： | 無 |
| 相關次數： | 點閱：156 下載：0 |
| 分享至: |
| 查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
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目錄
第一章 緒論1
第一節 研究動機1
第二節 研究目的2
第三節 研究之功能2
第四節 研究對象與研究範圍3
第五節 本研究之觀念架構4
第六節 本研究之基礎假設5
第二章 理論基礎與相關文獻7
第一節 市場區隔理論7
第二節 生活型態研究12
第三節 動機研究與人口統計變數16
第四節 相關研究之評述20
第三章 研究方法28
第一節 研究假設28
第二節 研究工具28
第三節 預試32
第四節 抽樣設計與資料收集32
第五節 資料分析步驟與方法37
第六節 研究限制39
第四章 休閒生活型態與心理需求分析42
第一節 休閒生活型態之因素構面42
第二節 心理需求之因素構面51
第三節 觀眾群之分析57
第五章 知覺與偏好分析79
第一節 觀眾對節目型態之知覺與偏好79
第二節 觀眾對節目因素之偏好101
第三節 觀眾對節目時段之偏好102
第六章 結論與建議105
第一節 本研究結論105
第二節 本研究建議108
第三節 爾後研究之建議112
參考書目114
附錄：本研究之問卷127
圖表目錄
圖次：
圖1—1本研究之觀念架構圖4
圖2—1 4P's-2C's-40's模式7
圖2—2部分之E—K—B模型8
圖3—1本研究資料分析方法與步驟38
圖5—1集群.1之知覺空間圖87
圖5—2集群2之知覺空間圖88
圖5—3集群3之知覺空間圖89
圖5—4集群4之知覺空間圖90
圖5—5集群5之知覺空間圖91
圖5—6集群6之知覺空間圖92
圖5—7集群1之聯合空間圖95
圖5—8集群2之聯合空間圖96
圖5—9集群3之聯合空間圖97
圖5—10集群4之聯合空間圖98
圖5—11集群5之聯合空間圖99
圖5—12集群6之聯合空間圖100
圖5—13六節目因素之量表值102
表次：
表1—1本研究之變數及衡量尺度表3
表3—1問卷回收分配表34
表3—2樣本之年齡分配表34
表3—3樣本居住地區分佈表35
表3—4樣本教育程度分佈表35
表3—5樣本婚姻狀況分佈表35
表3—6樣本性別分佈表35
表3—7本研究樣本與母體配合度檢定表36
表4—1休閒生活型態因素之名稱、特徵值與解釋變異表45
表4—2休閒生活型態因素之信度係數表50
表4—3心理需求因素之名稱、特徵值與解釋變異表52
表4—4心理需求因素之信度係數表56
表4—5各群樣本數分佈表57
表4—6各群休閒生活型態因素分數之比較檢定表58
表4—7政治、經濟和社會因素之t檢定機率矩陣59
表4—8球類活動因素之t檢定機率矩陣60
表4—9婦女家政因素之t檢定機率矩陣60
表4—10社會法律問題之t檢定機率矩陣61
表4—11中外史地文物因素之t檢定機率矩陣61
表4—12宗教因素之t檢定機率矩陣62
表4—13社交活動因素之t檢定機率矩陣62
表4—14中國遊藝因素之t檢定機率矩陣63
表4—15熱門經濟話題因素之t檢定機率矩陣63
表4—16神學及玄學因素之t檢定機率矩陣64
表4—17刺激嗜好因素之t檢定機率矩陣64
表4—18各群心理需求因素分數之比較檢定表67
表4—19家庭社會需求因素之t檢定機率矩陣67
表4—20影響他人的自尊需求因素之t檢定機率矩陣68
表4—21獨特性的自尊需求因素之t檢定機率矩陣68
表4—22逃避壓力的安全需求因素之t檢定機率矩陣69
表4—23各群男女性別列聯表69
表4—24各群年齡分佈列聯表70
表4—25各群教育程度列聯表70
表4—26各群職業列聯表71
表4—27各群居住地區列聯表72
表4—28各群婚姻狀況列聯表73
表4—29各群省籍列聯表73
表4—30各群家庭平均每月總收入列聯表74
表4—31各群家庭總人口數列聯表74
表4—32人口統計變數差異分析表75
表5—1集群1之不相似順序矩陣80
表5—2集群2之不相似順序矩陣80
表5—3集群3之不相似順序矩陣81
表5—4集群4之不相似順序矩陣81
表5—5集群5之不相似順序矩陣82
表5—6集群6之不相似順序矩陣82
表5—7各群知覺空間之壓力係數及RSQ表83
表5—8集群1之知覺空間座標84
表5—9集群2之知覺空間座標84
表5—10集群3之知覺空間座標85
表5—11集群4之知覺空間座標85
表5—12集群5之知覺空間座標86
表5—13集群6之知覺空間座標86
表5—14各群知覺空間之相關係數表94
表5—15各群偏好時段次數百分比表103
表6—1本研究結論分析表110
參考書目
一、中文部分
1.任玉著，家庭主婦收看連續劇動機之研究，國立政治大學新聞研究所碩士論文，民國61年6月。
2.李美枝，社會心理學，台北：大洋出版社，民國70年三版。
3.李瞻著，比較電視制度，國立政治大學新聞研究所發行，民國62年元月。
4.林邦傑等合著，政大統計軟體程式使用手冊-第一輯，國立政治大學電子計算機中心。5.林清山著，多變項分析統計法，台北：東華書局，民國69年。
6.徐剛夫著，台北市家庭收看電視節目之反應分析，國立政治大學新聞研究所碩士論文，民國59年6月。
7.胡哲生著，電視觀賞者區隔分析，國立台灣大學商學研究所碩士論文，民國70年6月。8.徐嘉宏著，「動機」，劉英茂主編，普通心理學，上冊，台北：大洋出版社，民國66年，pp.181-216。
9.陳定國著，現代行銷學，上下二冊，台北：華泰書局，民國65年。
10.陳振國著，台灣電視兒童節目對兒童的影晌，國立政治大學新聞研究所碩士論文，民國57年6月。
11.黃俊英著，行銷研究-管理與技術，台北：華泰書局，民國70年。
12.揚孝濚著，「住在香港和台灣的人看電視的原因有何不同」，大學雜誌106期，民國66年4月，pp.16-18。
13.劉邦傑著，電視觀眾流動行為之研究，國立台灣大學商學研究所碩士論文，
民國70年7月。
14.鄭銓泰著，台北市已婚婦女生活型態與媒體接觸行為之研究，國立台灣大學商學研究所碩士論文，民國70年6月。
15.簡茂發著，「信度與效度」，楊國樞等人合編，社會及行為科學研究法，上冊，台北：東華書局，民國69年，pp.324-352。
16.魏應澤著，抽樣理論及其應用，台北三民書局，民國66年增訂版。
二、英文部分
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28. Elliott, P., “Uses and Gratifications Research:A Critique and Sociological Alternative” J. G. Glumler and E. Katz ed., The Uses of Mass Communications: Current Perspective and Gratification Research London: Sage Publication, Inc., 1974, pp.249-268.
29. Engel J. E., R. D. Blackwell and D. T. Kollat, Consumer Behavior, 3rd ed., Hinsdale: Dryden Press, 1978.
30. Frank, R. E., W. F. Massy and Y. Wind, Market Segmentation, Englewood Cliffs, N. J. PrenticeHall, Inc., 1972.
31. _______ , and M. G. Greenberg, The Public’s Use of Television: Who Watches and Why, Beverly Hill, Calif.: Sage Publications, Inc. 1980.
32. _______ , J. C. Becknell and J. D. Clokey, Television Program Types," Jounal of Marketing Research, VIII (May, 1971), pp.204-211.
33. Gensch, D. H. and B. Ranganathan, “Evaluation of Television Program Content for the Purpose of Promotional Segmentation,” Journal of Marketing Research. XI (November, 1974), pp. 390-398.
34. Greenberg, B. S., “Gratifications of Television Viewing and Their Correlates for British Children” J. G. Blumler and E. Katz ed., The Uses of Mass Communications:Current Perspectives and Gratification Research. London: Sage Publications Inc., 1974, pp.71-92.
35. Green, P. E. and F. J. Carmone, Multidimensional Scaling and Related Techniques in Marketing Analysis. Boston: Allyn and Bacon, 1970.
36. _______ , and V. R. Rao, Applied Multidimensional Scaling: A Comparison of Approaches and Algorithms, Hinsdale, Ill.: Dryden Press 1972.
37. _______ , “Marketing Applications of MDS: Assessment and Outlook,” Journal of Marketing, Vol.39 (January, 1975), pp.24-31.
38. _______ ,D. J. Carroll, and F. J. Carmone, “Design Considerations in Attitude Measurement, Y. Wind and M. Greenberg ed., Moving a Head with Attitude Research, Chicago: America Marketing Association, 1977 pp.9-18.
39. Guieford,J. P., Fundamental Statistics in Psychology and Education, 4th ed., New York: McGraw-Hill, 1965.
40. Haley, R. I., “Benefit Segmentation: A Decision- Oriented Research Tool,” Journal of Marketing, Vol. 32 (July, 1968), pp.30-35.
41. Harman, H.H., Modern Factor Analysis, 3rd ed., Chicago: The University of Chicago Press, 1976.
42. Hartigan, J. A., Clustering Algorithms New York: John Wiley & Sons, 1975.
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44. Hilgard, E. R., R. C. Atkinson and R. L. Atkinson, Introduction to Psychology, 6th ed., New York: Harcourt Brace Jovanovich, 1975.
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63. Maslow, A. H., Motivation and Personality, 2nd ed., New York: Harper & Raw, Publisher, 1970.
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