桃竹苗地區民眾之客家電視台的使用行為與收視評估研究

Abstract

客家電視台開播已邁入第七年，雖然肩負著客語學習與客家文化傳承之重要角色，但是其收視率表現一直以來都差強人意。桃竹苗地區是客家族群分布最眾多的地區，本論文便以桃竹苗地區民眾為研究對象，以使用與滿足理論及節目品質相關理論為基礎，採取問卷調查及焦點團體訪談法，探討了解此地區民眾客家電視台的使用動機、使用行為、滿足程度以及三者之間的關係，並分析民眾對於收視客家電視台「暗夜新聞」之看法。

問卷調查結果顯示，2101份有效問卷中，有280位受訪者有收看客家電視台。整體來看，使用者年齡越高，客家電視台的使用頻率及使用時間就越長。在使用動機上，本論文歸納出「訊息分享與情緒解脫」、「學習與了解客家語言文化」和「打發時間」三項動機，其中以「學習與了解客家語言文化」的動機強度最高，可見桃竹苗地區在收看客家電視台時，主要的動機仍然以學習客家文化及客語為主。在滿足程度上，當使用者的客語程度越佳，收看客家電視台後所產生的滿足程度越大，「訊息分享與情緒解脫」動機和「學習客家語言文化」動機越強烈時，觀看時產生的滿足程度也會越大，此外，使用者收看客家電視台的時間越長，所產生的滿足程度也會提升。

藉由焦點團體訪談的結果，本論文針對客家電視台「暗夜新聞」提出下述建議：一、加強宣傳；二、結合地方電視台；三、改進新聞內容；四、改進新聞播報方式；五、吸納年輕族群，期盼藉由本論文，為未來客家電視台的節目製播提供實際可行的具體建議。

Hakka television has broadcasted for seven years. Although it holds the crucial role of “Learning Hakka language” and “Handing down Hakka culture”, the audience rating is low. Most Hakka people live in Taoyuan, Hsinchu, and Miaoli. Based on Uses and Gratifications theory and literatures of program quality, this thesis regards people living in the three areas as the research subjects, utilizing questionnaire and focus group to discuss the motives, usages, gratifications and the relation between the three areas of users of Hakka television, and trying to analyze their viewpoints toward“Evening News”.

In 2101 questionnaires, there are only 280 users who watch Hakka television. Older users take more frequency and time on watching Hakka television. This thesis concludes three motives: “information sharing and emotion release”, “Learn Hakka language and culture”, and “kill time”. “Learn Hakka language and culture” is the highest motive intension of the three. It shows that the main motive of people living in these three areas is learning Hakka culture and language. If the user is good at Hakka language, he will get more gratification while watching Hakka television. When“information sharing and emotion release” and “Learn Hakka language and culture” motives get stronger, the gratification will also get higher. Also, the more time users spend on watching Hakka television, the gratification will get higher.

Based on the result of focus group, this thesis tries to provide “Evening News”with suggestions below: 1. Reinforce propaganda, 2. Combine with local television stations, 3. Improve news content, 4. Improve the way of broadcasting, 5. Absorb more young people. Hope that this thesis could help Hakka television while producing high-quality programs.