台灣地區民眾觀看四家無線電視台轉台行為分析

Audiences' Viewing Choice Process on Broadcast Networks in Taiwan

有鑑於基於電子頻道開放帶來民眾閱聽行為改變、無線電視台廣告大幅減少、無線電視台因是否公共化爭議而受到矚目、及無線電視台轉台行為文獻的缺乏，本研究採電話問卷調查法及焦點團體法，探討居住於台閩地區年滿十八歲以上民眾的電視觀看行為，研究問題有：1.台灣地區民眾收看四家無線電視台的轉台行為為何？2.居住不同地域的觀眾，其轉台行為有無差異？3.有哪些因素影響觀眾收看四家無線電視台的轉台行為？根據2080份有效樣本的問卷資料分析，台灣地區民眾較常採取計畫型收視、或搜尋模式的轉台行為，其次採取再評估模式的轉台行為。這反映台灣地區民眾身處多頻道的電視環境，其對節目內容決策選擇的主動性增加，也代表閱聽大眾接收訊息的創始者及影響者角色日益重要。其次，居住不同地域的觀眾，其轉台行為的追蹤，可刺激傳播產業對於創意、創作的重視，甚至，節目一窩蜂的現象未必能留住觀眾收看，相對可能導致轉台及關機拒看。除資訊搜尋模式所呈現的轉台行為模式外，根據八場焦點團體座談結果發現，節目或廣告內容和鋪陳方式的不當，也促使民眾轉台不看。本研究探索觀眾面對多頻道電視生態，對無線電視台的轉台行為除卻部分人口學變項、各地區系統頻道規劃有別、或部分地區無線電視訊號不良的因素，進一步發現觀眾對於無線電視台的轉台行為，取決於訊息的雷同性（不複雜性）及重複性（可確定性）。

As the fast development of Internet television as well as digital television, how to target the flow of television audiences and adjust programming becomes more and more important. Due to the deregulation of broadcast frequency, the competition of electronic media advertising market, the changing of television viewing behavior, and the lack of research on viewing choice process, this research paper would discuss the following questions: 1. What is the viewing choice process of broadcast networks viewers in Taiwan? 2. Is there any difference between viewing choice processes of audiences from diversified locations? 3. Does any demographic variable affect listeners’ listening choice process? Based on computer-assisted telephone interviewing 2080 respondents as well as focus group interviews with 8 groups along Taiwan Island, the results are listed as the following: 1. The viewing choice process of television audiences in Taiwan is composed of three approaches: planned listening, orient search, and reevaluation. 2. There is significant difference on audiences’ planned listening choice process between audiences from diversified locations. 3. The lack of qualities and credibility for television programs would cause audiences' reevaluation choice. 4. In addition to some socio demographic factors would affect audiences' choice process, the repetition (certainty) and homogeneities (simplification) of television programs would not attract audiences' viewing continually.