本文主要探討新媒體如網際網路與舊媒體如廣播報紙等的使用，如何影響閱聽眾收看電視之需求行為。考量網際網路新媒體的使用族群，對自身行為的自主性，以及資料蒐集的可行性，因而本文以大學生為探討對象，建立閱聽眾之收視需求聯立方程式，以聯立最小平方法推估各項參數，從而解釋大學生之收視行為。研究結果顯示：電視接觸頻率愈高，電視收視時間愈長，平均每多觀看1.3次電視，收視時間將增加1.24小時；可收視的頻道數愈多者，電視收視總時間愈長，平均每增加30.6個頻道，收視時間將增加0.21小時；擁有新媒體（包括網際網路、個人電腦、電視遊樂器等）的數量愈多者，電視收視時間愈短，平均每增加1.3台的新媒體，收視時間將減少0.11 小時；休閒時間的多寡與收視時間無關，但明顯影響新媒體的使用時間。

The main purpose of this study is to analyze the audience behavior of media audiences under diverse media circumstance. Special attention is paid to the relationship between behavior of media audiences and uses of different types of media (traditional media, new media and TV). Simultaneous media demand equation model is specified to estimate the audience behavior of college students in Taipei. The major findings are as follows:(1)The more allowance college students have, the more time they watch television;(2)The more channels they have, the more time they spend watching television; (3)The more new media students have, the less time they spend on watching television; (4)The more frequently students watch television, the more time they spend on watching television; (5)The time spending on traditional media has no effect on television watching; (6)The time spending on old media also has no effect on television watching; (7) Part-time job has no effect on student's television watching.