報紙新聞報導的主播形象對觀眾收視行為之影響

Impact of Newspaper News Reports on Image of TV News Anchors

本研究以實驗設計探究報紙媒體對主播有關感情生活的新聞報導對閱聽人心中的主播形象與收視新聞意圖的影響如何。研究結果發現，報紙的新聞報導對於新聞主播的形象有顯著的影響：有關主播婚姻情感之負面報導與正面報導對於新聞主播形象之提昇比中立報導有幫助。新聞主播的形象指標與閱聽人的收視行為意圖間有顯著的正向關係存在。本文最後提出建議。

This study investigates effects of newspaper reporting TV news anchors' love life on anchor images, and effects of anchor images on audiences' intention to watch TV news with experimental methods. The results show that positive news and negative news can enhance anchor images more than neutral news. In addition, there is a positive association between images and audiences' intention to watch TV news.