閱聽人價值觀與收視韓劇的相關性研究

Abstract

本論文採取電視消費與認同的理論角度，從閱聽人的角度出發，檢視閱聽人價值觀與收視韓劇之間的關連性。研究主要使用電話調查法以及相應的量化統計方式驗證收視行為與閱聽人價值觀之間的關連性，而經由內容分析法以及深度訪談法所得到的資料一同應用在研究討論之中。研究發現，在台灣收率高的韓劇最常出現的價值觀，包括向上、家族、權威、自卑與集團價值等，與觀眾的收視意願、收視行為、價值觀認同的收視動機和對韓劇重視的情感有密切的正向關連；在台灣收率高的韓劇次常出現的價值觀，包括人情義理、隱蔽及權威等價值，則與觀眾儀式性陪伴的收視動機、與韓劇相關的周邊消費行為和發揮影響力影響他人一同消費韓劇有密切的正向關連。

This study examined the relationship between personal value system and television viewing on the viewers of Korean Dramas in Taiwan. Four research methods—telephone interviews, content analysis, focus groups, and intensive interviews—were adopted to collect data for this study. The data analysis shows that the most frequently appearing values are upward mobility, family, authority, inferior and groups, which have positive relationships with viewing motives, viewing frequency, and viewing pleasure of Korean Dramas. The findings of the study suggest that the viewing of Korean Dramas is closely related to value consumption of viewers, and more detailed findings are discussed in the thesis.