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https://ah.lib.nccu.edu.tw/handle/140.119/90369| 題名: | 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 | 作者: | 卓清俊 | 貢獻者: | 王石番 卓清俊 |
日期: | 1989 | 上傳時間: | 4-五月-2016 | 摘要: | 論文史要\r\n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。\r\n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。\r\n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。\r\n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。\r\n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。 | 參考文獻: | 參考書目\r\n一、中文部分\r\n1. 中央日報，「MTV視聽中心，獨步國內，青少年新寵」民國77年1 0月4日，15版。\r\n2. 任玉，家庭主婦收看電視連續劇動機之研究，台北政大新聞研究所碩士論文。民國75年3月。\r\n3. 行政院新聞局廣電處，關於「MTV視聽中心」管理問題說帖。民國75年3月。\r\n4. 行政院主計處，中華民國七十六年台灣地區時間運用調查報告。民國77年5月。\r\n5. 朱邦賢，雜誌讀者閱讀動機與滿足之研究--以「婦女雜誌」讀者為研究對象，台北:政大新聞研究所碩士論文。民國66年1月。\r\n6. 李天鐸，「流行音樂錄影(MUSIC VIDEO)的視覺構成與解析」，發表於第一屆電影電視錄影國際學術會議，民國77年10月。\r\n7. 杜麗芳，台灣地區民眾收看電視新聞與氣象報告的動機與行為之研究，台北:政大新聞研究所碩士論文。民國73年7月。\r\n8. 李金銓，大眾傳播理論，台北:三民書局，民國73年。\r\n9. 李瞻，我國電視觀眾看電視之習慣，台北:廣播與電視，第三十四期，民國67年9月，頁51-56。\r\n10. 邱秀貴，台北市民使用錄影機的行為與動機之研究，台北:政大新聞研究所碩士論文。民國73年。\r\n11. 孟樊「MTV和柏青哥勝利了--科技文化宰制了現代社會」自立晚報，民國77年10月21日，14版。\r\n12. 財團法人樂山文教基金會，MTV視聽中心之調查研究。民國77年4月。\r\n13. 陳以瑚，台北市民收看電視動機之研究，台北:政大新聞研究所碩士論文。民國71年。\r\n14. 黃萱，台北地區職業女性觀看電視行為之研究，台北:政大新聞研究所碩士論文。民國77年12月。\r\n15. 馮幼衡，武俠小說讀者心理需要之研究，台北:政大新聞研究所碩士論文。民國67年1月。\r\n16. 新生報「MTV亟待自律自救」民國77年3月7日，7版。\r\n17. 楊孝榮，大專學生傳播媒介評價、動機與現代化程度，台北:廣播與電視，第二十七期，民國64年3月，頁90-95。\r\n18. 楊孝榮，在學青年收視電視節目型態分析，台北:廣播與電視，第三十六期，民國68年9月，頁54-55。\r\n19. 楊惠娥，台北市國小高年級學童看電視益智猜謎節目動機之研究，台北:政大新聞研究所碩士論文。民國69年5月。\r\n20. 潘家慶、王石番、謝瀛春，台灣地區民眾傳播行為研究，台北:政大新聞研究所，國科會專題研究報告。民國75年。\r\n21. 張曉琴，台灣地區民眾收看電視綜藝節目的動機與行為之研究，台北:政大新聞研究所碩士論文。民國72年6月。\r\n22. 鄭瑞城、曠湘霞，台灣地區成人收看電視的動機與行為之研究，行政院新聞局專題研究報告，台北:政大新聞研究所。民國72年。\r\n23. 賴國洲，「從新興錄影科技談傳播政策--以MTV中心為例」，發表於第一屆電影電視攝影國際學術會議，民國77年10月。\r\n24. 聯合晚報，「逍遙MTV，快意柏青哥，蹺家族，‘安樂窩’」民國77年11月13日，11版。\r\n25. 曠湘霞、鄭瑞城，台灣地區成人收看電視的動機與行為之研究--社會教育、公共服務與聯播節目部份，台北:政大新聞研究所，行政院新聞局專題研究報告。民國72年11月。\r\n二、英文部分\r\nl. 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資料來源: | http://thesis.lib.nccu.edu.tw/record/#B2002005743 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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