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Title: MTV視聽中心消費者使用動機與行為之研究-以北、高二市為例
Authors: 卓清俊
Contributors: 王石番
卓清俊
Date: 1989
Issue Date: 2016-05-04 14:18:50 (UTC+8)
Abstract: 論文史要
自民國七十四年台北市出現第一家「MTV視聽中心」以來,短短數年間全台各地陸續都可見到MTV三個字的蹤影。據非正式的估計,目前台灣各地的MTV視聽中心總數超過九百家,消費對象除了一般青年學生外,上班族也是主要人口之一。為暸解此一我國獨特的文化現象之受青睞的原因,本研究擬從傳播研究的「使用與滿足」途徑為理論根據,探討MTV消費者的使用動機與消費行為情形。
由於國外MTV性質與我國差異懸殊,且研究文獻多偏向內容分析,而我國相關文獻到目前為止只有一篇,因此本研究文獻探討部分以性質較類似的電子媒介之動機與行為文獻為探討對象,並從中發展本研究之假設。
為蒐集本研究資料,於七十八年一月間,在台北市、高雄市各大MTV視聽中心,以隨機、立意和分層的訪員問卷親訪法,蒐集樣本資料四六六份。問卷內容包括三大部分:(一)使用行為,(二)使用動機,(三)基本資料。編碼完成後,隨即輸入電腦,並以政大電算中心的PRIME 750及AT級PC中的SPSS套裝程式,進行統計分析。
研究發現,MTV消費者的使用動機有六:尋求刺激、為了學習、為了娛樂、不受干擾、為了相聚和打發時間。消費行為方面,消費者通常一個月去二、三次,使用時間平常以晚上六點後最多人,週六和假日則以下午消費人數最多。至於消費者最常看的影片,以西洋片佔最大多數依內容情節分,則以科幻片、詼諧劇、恐怖片、警探片和愛情文藝片,最受歡迎。而這些影片的消息來源,通常得自現場挑選、媒體上的電影廣告、朋友推薦和視聽中心推薦。
本研究因屬對台灣特有MTV現象之初步動機分析,因此雖然從中發現六大動機因素,及其它使用行為結果,但限於研究者本身人力、財力與時間上的考量,未能作進一步的探討,建議以後研究不妨從消費者個人的人格持質、生活習性及社會環境因素面向,作更深一層的探索。
Reference: 參考書目
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Description: 碩士
國立政治大學
新聞學系
Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002005743
Data Type: thesis
Appears in Collections:[新聞學系] 學位論文

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