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題名 閱聽人情感需求及追劇愉悅感關聯分析
Analysis on the Relationship Between Audience’s Need for Affect and Enjoyment of Binge-watching作者 陳旭洋
Chen, Hsu-Yang貢獻者 黃葳威
陳旭洋
Chen, Hsu-Yang關鍵詞 追劇
情感需求
傳輸理論
愉悅感日期 2020 上傳時間 1-Jul-2020 14:07:09 (UTC+8) 摘要 隨著線上串流技術發達，追劇已經成為常見的行為。為了看完整系列影集，人們會長時間坐著，一次性連續看完好幾集。OTT 平台日益普及，其性質改變了人們使用媒體的方式，讓閱聽人能夠自主的、隨時隨地的選擇想要看的影片，人們利用 OTT 追劇的時間也越來越長，其相關現象值得深入觀察。過去研究者們發現，閱聽人會由於追劇而受到心理或生理上的負面影響，或是對於追劇產生負面態度，在此情況下，令人好奇人們是否仍然能夠從追劇行為中感受到愉悅感，進一步追問，人格特質是否會對此造成影響？從文獻回顧中，本研究發現追劇程度等因素可能會影響追劇愉悅感，而情感需求這項人格需求可能會透過傳輸的影響，在其背後發揮作用。因此，本研究提出三個研究問題，試圖以問卷調查法探究追劇如何影響愉悅感、情感需求如何影響追劇程度以及情感需求如何影響愉悅感。結果發現，閱聽人會因為追劇時間和頻率提高，或者在追劇過程中的傳輸程度越高，而提升從追劇行為中感受到的愉悅感；再來，當人們接近情緒的意願越高，而且投入於追劇過程中，便會花越多時間追劇；最後，當人們接近情緒的意願越高，就會在追劇行為中感受到更多程度的愉悅感，若人們因此花更多時間追劇，也有相似結果。 參考文獻 參考文獻中文部分元智大學大數據與數位匯流創新中心政策法規研究團隊（2016）。《OTT產業政策白皮書》。取自：https://drive.google.com/file/d/0B1WuxrQ1cL3UeGRKcmFqUmlTaVk/view王淑玲（2018）。《國中生追劇動機、追劇成癮與戲劇轉移現象之關係研究》。大葉大學教育專業發展研究所碩士論文。余國強（2017）。〈影片隨身看：數位匯流下的「個人化行動電影院」實踐初探〉，《資訊社會研究》，33：65-114。何國華（2019 年 7 月 30 日）。〈美國剪線潮加速 OTT和社群使用者更分眾〉，《公共電視岩花館》。取自https://rnd.pts.org.tw/Home/Article/FL20190730151254阿Lu（2020 年 4 月 30日）。〈因肺炎疫情日本動畫產業影響甚鉅 30 多部動畫受影響 漫畫產業憂心新人發掘困難〉，《GNN新聞》。取自https://gnn.gamer.com.tw/detail.php?sn=196277吳柏緯（2019 年 8 月 17日）。〈OTT發展帶動有線電視剪線潮 1年蒸發14萬戶〉，《中央社》。取自https://www.cna.com.tw/news/firstnews/201908170080.aspx施琬妤（2017）。《看別人玩電動很有趣？以自我決定理論探討遊戲實況平台感知互動、社會臨場感和觀看愉悅感之關係》。國立交通大學傳播研究所碩士論文。晉曉菲（2016）。《論追劇行為裡的媒介選擇》。國立臺灣科技大學企業管理系碩士論文。胡靜諭（2017）。《以串媒體來探討大眾追劇現象---以Facebook韓劇粉絲團為例》。國立交通大學理學院科技與數位學習學程學位論文。陳延昇（2016）。〈情緒管理在體感遊戲經驗的新觀點：檢視情緒激越程度與遊戲刺激潛質的影響效果〉，《中華傳播學刊》，29：45-77。孫嘉璣（2019）。《追劇行為與憂鬱感、社交焦慮及孤寂感相關性研究》。國立臺灣師範大學健康促進與衛生教育學系學位論文。張玉佩（2011）。〈線上遊戲之閱聽人愉悅經驗探索〉，《中華傳播學刊》，19：61-95。張弘盈（2018）。《上網工具對追劇行為與娛樂時間的影響》。國立清華大學公共政策與管理碩士在職專班碩士論文。黃暘恂（2018）。《閱聽人追劇行為研究—以Netflix原創影集為例》。國立臺灣師範大學圖文傳播學系碩士論文。黃葳威（2020）。《2020 台灣青少兒消費形象與上網趨勢報告》，發表於2020年1月16日「我的自拍生活」記者會，台北市：天母。黃韻竹（2017）。《網路電視平台影響消費者購買意願之探討-以嶺東科技大學學生為例》。嶺東科技大學企業管理系碩士班碩士論文。歐海倫（2018）。《洞悉追劇現象：美國和台灣OTT電視千禧世代使用者差異之質化研究》。國立政治大學國際傳播英語碩士學位學程碩士論文。楊雅婷（2018）。《OTT影音平台的使用者研究：以整合科技接受與資訊系統成功模式探討行為意圖與付費意願》。國立政治大學傳播學院傳播碩士學位學程碩士論文。資策會服創所、資料優格（2018）。《2017台灣民眾線上串流影片使用調查》。取自：https://datayogurt.tw/article/info/7/877廖婉晴（2015）。《臺灣美劇迷樣貌的變遷-從電視時代到網路時代》。國立交通大學傳播研究所學位論文。蔡蕙如（2019 年 4 月 20 日）。〈從節目表閱聽人到追劇閱聽人：OTT時代下我們怎麼改變看電視的習慣？〉，《共誌》。取自http://commagazine.twmedia.org/?p=5946劉謦睿（2018）。《閱聽人對《琅琊榜》觀賞動機和使用與滿足程度之研究》。國立臺灣師範大學圖文傳播學系碩士班碩士論文。謝佳君（2018 年 10 月 23 日）。〈馬拉松式追劇！３５歲ＯＬ老花眼提早報到〉，《康健雜誌》。取自https://www.commonhealth.com.tw/article/article.action?nid=78268鍾榮峰（2017 年 10 月 17 日）。〈台灣網友休息時間愛追劇 女性相對活躍〉，《中央通訊社》。取自 https://www.cna.com.tw/news/firstnews/201710170035.aspx英文部分Adachi, P. 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國立政治大學
傳播學院傳播碩士學位學程
107464034資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107464034 資料類型 thesis dc.contributor.advisor 黃葳威 zh_TW dc.contributor.author (Authors) 陳旭洋 zh_TW dc.contributor.author (Authors) Chen, Hsu-Yang en_US dc.creator (作者) 陳旭洋 zh_TW dc.creator (作者) Chen, Hsu-Yang en_US dc.date (日期) 2020 en_US dc.date.accessioned 1-Jul-2020 14:07:09 (UTC+8) - dc.date.available 1-Jul-2020 14:07:09 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2020 14:07:09 (UTC+8) - dc.identifier (Other Identifiers) G0107464034 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/130672 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 107464034 zh_TW dc.description.abstract (摘要) 隨著線上串流技術發達，追劇已經成為常見的行為。為了看完整系列影集，人們會長時間坐著，一次性連續看完好幾集。OTT 平台日益普及，其性質改變了人們使用媒體的方式，讓閱聽人能夠自主的、隨時隨地的選擇想要看的影片，人們利用 OTT 追劇的時間也越來越長，其相關現象值得深入觀察。過去研究者們發現，閱聽人會由於追劇而受到心理或生理上的負面影響，或是對於追劇產生負面態度，在此情況下，令人好奇人們是否仍然能夠從追劇行為中感受到愉悅感，進一步追問，人格特質是否會對此造成影響？從文獻回顧中，本研究發現追劇程度等因素可能會影響追劇愉悅感，而情感需求這項人格需求可能會透過傳輸的影響，在其背後發揮作用。因此，本研究提出三個研究問題，試圖以問卷調查法探究追劇如何影響愉悅感、情感需求如何影響追劇程度以及情感需求如何影響愉悅感。結果發現，閱聽人會因為追劇時間和頻率提高，或者在追劇過程中的傳輸程度越高，而提升從追劇行為中感受到的愉悅感；再來，當人們接近情緒的意願越高，而且投入於追劇過程中，便會花越多時間追劇；最後，當人們接近情緒的意願越高，就會在追劇行為中感受到更多程度的愉悅感，若人們因此花更多時間追劇，也有相似結果。 zh_TW dc.description.tableofcontents 第一章 緒論 1第一節 研究背景 1第二節 研究動機與問題 4第三節 名詞釋義 8第二章 文獻探討 10第一節 國內追劇相關研究 11第二節 愉悅感與追劇 15第三節 情感需求與追劇 18第四節 傳輸理論與追劇 21第五節 研究架構與假設 27第三章 研究方法 29第一節 問卷調查法 29第二節 研究變項及操作方法 31第三節 預試 39第四章 研究結果 41第一節 描述性統計 41第二節 傳輸量表信度分析與因素分析 50第三節 接近情緒量表信度分析與因素分析 53第四節 避免情緒量表信度分析與因素分析 56第五節 追劇和愉悅感 59第六節 情感需求和追劇程度 70第七節 情感需求和愉悅感 78第五章 結論、討論與建議 83第一節 發現與討論 83第二節 研究貢獻 90第三節 研究限制與建議 92參考文獻 94附錄－問卷 104 zh_TW dc.format.extent 2069986 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107464034 en_US dc.subject (關鍵詞) 追劇 zh_TW dc.subject (關鍵詞) 情感需求 zh_TW dc.subject (關鍵詞) 傳輸理論 zh_TW dc.subject (關鍵詞) 愉悅感 zh_TW dc.title (題名) 閱聽人情感需求及追劇愉悅感關聯分析 zh_TW dc.title (題名) Analysis on the Relationship Between Audience’s Need for Affect and Enjoyment of Binge-watching en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 參考文獻中文部分元智大學大數據與數位匯流創新中心政策法規研究團隊（2016）。《OTT產業政策白皮書》。取自：https://drive.google.com/file/d/0B1WuxrQ1cL3UeGRKcmFqUmlTaVk/view王淑玲（2018）。《國中生追劇動機、追劇成癮與戲劇轉移現象之關係研究》。大葉大學教育專業發展研究所碩士論文。余國強（2017）。〈影片隨身看：數位匯流下的「個人化行動電影院」實踐初探〉，《資訊社會研究》，33：65-114。何國華（2019 年 7 月 30 日）。〈美國剪線潮加速 OTT和社群使用者更分眾〉，《公共電視岩花館》。取自https://rnd.pts.org.tw/Home/Article/FL20190730151254阿Lu（2020 年 4 月 30日）。〈因肺炎疫情日本動畫產業影響甚鉅 30 多部動畫受影響 漫畫產業憂心新人發掘困難〉，《GNN新聞》。取自https://gnn.gamer.com.tw/detail.php?sn=196277吳柏緯（2019 年 8 月 17日）。〈OTT發展帶動有線電視剪線潮 1年蒸發14萬戶〉，《中央社》。取自https://www.cna.com.tw/news/firstnews/201908170080.aspx施琬妤（2017）。《看別人玩電動很有趣？以自我決定理論探討遊戲實況平台感知互動、社會臨場感和觀看愉悅感之關係》。國立交通大學傳播研究所碩士論文。晉曉菲（2016）。《論追劇行為裡的媒介選擇》。國立臺灣科技大學企業管理系碩士論文。胡靜諭（2017）。《以串媒體來探討大眾追劇現象---以Facebook韓劇粉絲團為例》。國立交通大學理學院科技與數位學習學程學位論文。陳延昇（2016）。〈情緒管理在體感遊戲經驗的新觀點：檢視情緒激越程度與遊戲刺激潛質的影響效果〉，《中華傳播學刊》，29：45-77。孫嘉璣（2019）。《追劇行為與憂鬱感、社交焦慮及孤寂感相關性研究》。國立臺灣師範大學健康促進與衛生教育學系學位論文。張玉佩（2011）。〈線上遊戲之閱聽人愉悅經驗探索〉，《中華傳播學刊》，19：61-95。張弘盈（2018）。《上網工具對追劇行為與娛樂時間的影響》。國立清華大學公共政策與管理碩士在職專班碩士論文。黃暘恂（2018）。《閱聽人追劇行為研究—以Netflix原創影集為例》。國立臺灣師範大學圖文傳播學系碩士論文。黃葳威（2020）。《2020 台灣青少兒消費形象與上網趨勢報告》，發表於2020年1月16日「我的自拍生活」記者會，台北市：天母。黃韻竹（2017）。《網路電視平台影響消費者購買意願之探討-以嶺東科技大學學生為例》。嶺東科技大學企業管理系碩士班碩士論文。歐海倫（2018）。《洞悉追劇現象：美國和台灣OTT電視千禧世代使用者差異之質化研究》。國立政治大學國際傳播英語碩士學位學程碩士論文。楊雅婷（2018）。《OTT影音平台的使用者研究：以整合科技接受與資訊系統成功模式探討行為意圖與付費意願》。國立政治大學傳播學院傳播碩士學位學程碩士論文。資策會服創所、資料優格（2018）。《2017台灣民眾線上串流影片使用調查》。取自：https://datayogurt.tw/article/info/7/877廖婉晴（2015）。《臺灣美劇迷樣貌的變遷-從電視時代到網路時代》。國立交通大學傳播研究所學位論文。蔡蕙如（2019 年 4 月 20 日）。〈從節目表閱聽人到追劇閱聽人：OTT時代下我們怎麼改變看電視的習慣？〉，《共誌》。取自http://commagazine.twmedia.org/?p=5946劉謦睿（2018）。《閱聽人對《琅琊榜》觀賞動機和使用與滿足程度之研究》。國立臺灣師範大學圖文傳播學系碩士班碩士論文。謝佳君（2018 年 10 月 23 日）。〈馬拉松式追劇！３５歲ＯＬ老花眼提早報到〉，《康健雜誌》。取自https://www.commonhealth.com.tw/article/article.action?nid=78268鍾榮峰（2017 年 10 月 17 日）。〈台灣網友休息時間愛追劇 女性相對活躍〉，《中央通訊社》。取自 https://www.cna.com.tw/news/firstnews/201710170035.aspx英文部分Adachi, P. 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