台灣地區民眾收聽廣播轉台行為分析

Research on Listeners' Listening Choice Process in Taiwan

隨著網路廣播、數位廣播的啓用，如何掌握聽眾方向，加強電台與聽眾的互動，並隨時修正電台節目管理策略，是迎向千禧年的重大革新與挑戰。國內廣播相關論述十分有限，大抵分為電台經營層面、以及聽眾收聽行為兩大方向。其中電台經營層面的文獻以評估電台定位、節目策略、人力資源績效為主，聽眾收聽行為分析則偏重廣播收聽動機及使用程度調查。有關閱聽眾轉台行為的探討付之闕如。基於廣播頻道開放、廣播廣告市場重獲重視、聽眾收聽行為改變、以及轉台行為文獻的缺乏，本研究討論的問題有：1.台灣地區民眾收聽廣播的轉台行為為何？2.居住不同地域的聽眾，其轉台行為有無差異？3.收聽廣播時間的長短是否影響收聽廣播的轉台行為？4.有那些人口變項影響收聽廣播的轉台行為？研究者以多段隨機撥號方式進行全台灣地區電話調查，一共獲得1198個有效樣本。研究結果如下：1.台灣地區民眾收聽廣播的轉台行為，大致分為計劃型收聽、搜索模式、及再評估模式三種。2.居住不同地域的聽眾，其採取計劃型收聽的模式有顯著差異。3.收聽廣播時間與收聽廣播的轉台數呈負相關。4.聽眾年齡高低，分別與再評估、搜尋模式選台行為呈負相關。教育程度高低與計劃模式呈正相關。本文建議閱聽人的轉台行為值得繼續探討。不論從閱聽人研究理論層面，或節目規劃與收視聽率市場調查的應用層面，均可成為觀察媒體使用過程的重要依據。

As the fast development of Internet radio as well as digital radio, how to target the flow of radio listeners and adjust programming becomes more and more important. Related radio research includes the perspectives on media management and radio listening behaviors. The former consists of the evaluation of radio positioning, programming strategy, and the management of human resources; the latter, radio listening motivation and behaviors. Almost no literature deals with listening choice process. Due to the deregulation of radio frequency, the competition of radio advertising market, the difference of radio listening behavior, and the lack of research on listening choice process, this research paper will discuss the following questions: 1. What is the listening choice process of radio listeners in Taiwan? 2. Is there any difference between listening choice processes of listeners from diversified locations? 3. Does listeners' listening time affect their listening choice process? 4. Does any demographic variable affect listeners' listening choice process?Based on computer-assisted telephone interviewing 1198 respondents, the results are listed as the following: 1. The listening choice process of radio listeners in Taiwan is composed of three approaches: planned listening, orient search, reevaluation. 2. There is significant difference on listeners' planned listening choice process between listeners from diversified locations. 3. Listeners' listening time does affect their listening choice process. 4. Listeners' age is negatively related to their orient search and reevaluation listening choice process. The degree of listeners' education is positively related to their planned listening choice process.