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題名：民眾對臺灣電影的評價與電影消費行為之關係研究
書刊名：新聞學研究
作者：郭幼龍
作者(外文)：Kuo, Yuo-long
出版日期：1999
卷期：60
頁次：頁39-92
主題關鍵詞：臺灣電影；評價；涉入程度；消費行為；Taiwan film；Evaluation；Degree of involvement；Consumer behavior
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(3) 博士論文(2) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:20
  • 點閱點閱:37
　　　　　本研究探討民眾對臺灣電影的評價與電影消費行為之間的關係。在研究方法上，經由「焦點團體訪問法」探究問題，採用「電話訪問法」蒐集資料（受訪者母體為臺北縣市居民）。研究發現，12∼19歲、國中（包含目前在學之學生）以及下程度、農林漁牧工、臺灣的閩南人、眉住臺北縣者，對臺灣電影的「滿意度」，相對較高；沒去電影院觀看「臺片」者、沒經常去電影院觀看「臺片」最主要的原因是「沒有看臺片的習慣」或「沒有喜歡看的電影」者，以及沒看錄影帶、影碟、VCD、電視或第四臺「臺片者，其對臺灣朧影的評價，顯著較低。 整體，民眾對臺灣電影的滿意度低，再度看之意願低，口碑也不好。民眾去電影院觀看電影的各項動機因素（GSi）與臺灣電影在相對應各動機因素上的滿足程度（GOi）之間，在「休閒娛樂」後項，呈顯著負相關的關係，因此，「休閒娛樂」動機愈強者，其對臺灣朧影之 「滿意度」也愈低。 觀看電影的機機和臺片滿意度之間的「平均絕對差值」（Σ∣Gsi-GOi∣╱n）與觀看「外片」的有顯著正相關的關係，與看「臺片」的次數有顯著負相關的關係。換言之，動機愈強，「臺片」滿意度愈低，則去電影院觀看「臺片」的次數少，去電影院觀看「外片」的次數愈 多。
　　　　　This study investigated the interrelationship between personal evaluations and consumer behaviors in Taiwan Films. This study used focus group to uncover the core problem, and telephone interviews were obtained from multistage RDD sampling. The survey showed that personal evaluations in Taiwan Films differentiated distinctively in age, education, life-cycle, occupation, income, recreational expenses, ethnic group, residential location, but not in gender. In addition, personal views on Taiwan Films significantly affected individuals' intentions to watch movies. As a whole, people were less satisfied with Taiwan Films, because of the low quality. As the degree of each motive factor of movie-attending be correlated respectively with that of gratifications which Taiwan Films offered, we can find that there exists negative relation on the as pact of "entertainment". So, those who were looking for "entertainment" from movie-attending were the ones who were least satisfied with Taiwan Films. The average absolute discrepancy between the gratifications which the audience member is seeking and the extent to which he perceives he is obtaining these gratifications from Taiwan Films is positively related with the frequency of movie-attending in Foreign films, but negatively related with the frquency of movie-attending in Taiwan Films. In other words one would choose to watch a foreign film more frequently when one has a higher degree motivation to attend movies and is unsatisfied with Taiwan Films.
期刊論文
1.Jacoby, J.、Speller, D. E.、Berning, C. K.(1974)。Brand choice behavior as a function of information load: Replication and extension。Journal of Consumer Research，1(1)，33-42。  new window
2.Austin, B. A.(1981)。Film attendance: Why college students chose to see their most recent film?。Journal of Popular Film and Television，9(1)，43-49。  new window
3.Palmgreen, P.、Wenner, L. A.、Rayburn, J. D. II(1980)。Relations between gratifications sought and obtained: A study of television news。Communication Research，7(2)，161-192。  new window
4.Rayburn, J. D. II、Palmgreen, P.(1984)。Merging uses and gratifications and expectancy-value theory。Communication Research，11(4)，537-562。  new window
5.盧非易(19950700)。1949-1994年間臺灣劇情影片生產之變遷：一個片目研究。廣播與電視. 政大，2(2)，1-30。new window  延伸查詢new window
6.Levy, M. R.(1983)。Conceptualizing and Measuring Aspects of Audience "Activity"。Journalism Quarterly，60(1)，109-115。  new window
7.Rosengren, K. E.(1991)。Media Use in Childhood and Adolescence: Invariant Change?: Some Results from a Swedish Research Program。Communication Yearbook，14，48-90。  new window
8.戴立安(19971000)。對國內電話調查之多段隨機撥號抽樣方式的初析。調查研究，4(1)，131-198。new window  延伸查詢new window
9.吳正桓(19860100)。電影經驗（1）：情緒反應。電影欣賞，4(1)=19，23-27。  延伸查詢new window
10.陳儒修(19950500)。九○年代臺灣電影文化生態調查報告。電影欣賞，13(3)=75，98-112。  延伸查詢new window
11.劉宗其(19951100)。影響消費者對古都臺南名勝古蹟評價之要因。成功大學學報，30(人文．社會篇)，111-123。  延伸查詢new window
12.盧非易(19960300)。試建臺灣電影觀賞率之常態線。傳播研究簡訊，5，7-9。  延伸查詢new window
13.Austin, Bruce A.(1986)。Motivations for Movie Attendance。Communication Quarterly，34(2)，115-126。  new window
14.Galloway, J.、Meek, F. L.(1981)。Audience uses and gratifications: an expectancy model。Communication Research，8(4)，435-449。  new window
15.Hansen, F.(1969)。Consumer Choice Behavior: An Experimental Approach。Journal of Marketing Research，6，436-443。  new window
16.Jacoby, J.、Chestnut, R. W.、Fisher, W. A.(1978)。A Behavioral Process Approach to Information Acquisition in Nondurable Purchasing。Journal of Marketing Research，15，532-544。  new window
17.McLeod, J. M.、Bybee, C. R.、Durall, J. A.(1982)。Evaluating Media Performance by Gratification Sought and Received。Journalism Quarterly，59，3-12。  new window
18.Palmgreen, P.、Rayburn, J. D. II(1982)。Gratifications Sought and Media Exposure: An Expectancy Value Model。Communication Research，9(4)，561-580。  new window
19.Palmgreen, P.、Wenner, L. A.、Rayburn, J. D. II(1981)。Gratifications discrepancies and news program choice。Communication Research，8(4)，451-478。  new window
20.Palmgreen, P.、Rayburn, J. D. II(1979)。Uses and Gratifications and Exposure to Public Television: A Discrepancy Approach。Communication Research，6(2)，155-180。  new window
21.Shoemaker, P. J.、Schooler, C.、Danielson, W. A.(1989)。Involvement With the Media。Communication Research，16(1)，78-103。  new window
22.李道明(1974)。電影觀眾對電影的一般態度。影響雜誌，8，100-104。  延伸查詢new window
23.黃仁(1974)。從十年來的十大票房紀錄看國片觀眾喜歡什麼？。影響，8，37-41。  延伸查詢new window
24.楊孝濚(1975)。大專學生傳播媒介的評價、動機與現代化程度。廣播與電視，27，90-95。  延伸查詢new window
25.楊孝濚(1974)。民眾對暴力電影反應的意見調查。影響，8，99。  延伸查詢new window
26.謝瀛春(1995)。一九九三臺灣民眾傳播行為梗概。傳播研究簡訊，3，7-9。  延伸查詢new window
27.Austin, Bruce A.(1984)。Motivations For Movie Attendance。Boxoffice，1984(Oct.)，13。  new window
28.Levy, Mark R.、Windahl, Sven(1984)。Audience Activity and Gratifications: A Conceptual Clarification and Exploration。Communication Research，11(1)，51-78。  new window
29.Rubin, Alan M.、Perse, Elizabeth M.(1987)。Audience activity and soap opera involvement: A uses and effects investigation。Human Communication Research，14(2)，246-268。  new window
30.Rubin, Alan M.、Perse, Elizabeth M.(1987)。Audience Activity and Television News Gratifications。Communication Research，14(1)，58-84。  new window
會議論文
1.Olson, J. C.、Jacoby, J.(1972)。Cue utilization in the quality perception process。The Third Annual Conference of the Association for Consumer Research。Iowa City, IA：Association for Consumer Research。167-179。  new window
研究報告
1.徐佳士、楊孝濚、潘家慶(1975)。臺灣地區民眾傳播行為研究。臺北：政治大學新聞研究所。  延伸查詢new window
2.潘家慶、王石番、謝瀛春(1986)。臺灣地區民眾傳播行為研究。臺北：政大新聞研究所。  延伸查詢new window
學位論文
1.李必昌(1985)。台北市國片市場的研究(碩士論文)。國立政治大學。  延伸查詢new window
2.周希平(1986)。電影觀賞行為之分析與研究(碩士論文)。國立政治大學。  延伸查詢new window
3.陳蓓芝(1991)。八十年代臺灣新電影現象之社會歷史分析(碩士論文)。輔仁大學。  延伸查詢new window
4.杜榮瑞(1978)。中國學生電影觀賞行為之研究：人口統計變數、人格變數、產品知覺因素與國外片觀賞次數之關係(碩士論文)。國立政治大學。  延伸查詢new window
5.傅賢基(1990)。商業性視聽中心影片觀賞行為之研究--以台北市青年學生為例(碩士論文)。中原大學。  延伸查詢new window
6.李克珍(1986)。大學生到電影院看電影的動機與行為研究(碩士論文)。輔仁大學，臺北縣。  延伸查詢new window
7.蔡淑芬(1989)。電視新聞性節目觀賞者生活型態之研究(碩士論文)。國立政治大學。  延伸查詢new window
8.王小惠(1990)。青少年收看電視新聞的動機、主動性及收看程度三者關聯性之研究(碩士論文)。輔仁大學。  延伸查詢new window
9.蔡美瑛(1995)。消費資訊傳散者資訊尋求行為之研究：以臺北市年輕消費族群為例(博士論文)。國立政治大學。new window  延伸查詢new window
10.陳慧瑛(1997)。我國電影輔導金制度之研究(碩士論文)。世界新聞傳播學院。  延伸查詢new window
11.邱秀貴(1984)。臺北市民使用錄影機的行為與動機之研究(碩士論文)。國立政治大學，台北。  延伸查詢new window
12.宋同慶(1984)。電視觀賞行為之分析研究(碩士論文)。國立政治大學。  延伸查詢new window
13.周建輝(1986)。電影市場之區隔化研究--以台北市區學生為例(碩士論文)。國立交通大學。  延伸查詢new window
圖書
1.Katz, E.、Lazarsfeld, P. F.(1955)。Personal influence: the part played by people in the flow of mass communication。Free Press。  new window
2.張春興(1989)。心理學。臺北市：東華書局。  延伸查詢new window
3.Mullen, Brain、Johnson, Craig、游恆山(1996)。消費者行為心理學。臺北：五南。  延伸查詢new window
4.Rosengren, K. E.、Palmgreen, P.、Wenner, L. A.(1985)。Media Gratification Research: Current Perspectives。Sage。  new window
5.Rosengren, K. E.、Windahl, S.(1989)。Media Matter: TV Use in Childhood and Adolescence。Norwood, NJ：Ablex。  new window
6.黃志文(1995)。行銷管理。台北：華泰書局。  延伸查詢new window
7.程于誠(1993)。現代電影學--開啓成功票房的綸匙。臺北：五南。  延伸查詢new window
8.Austin, Bruce A.(1989)。Immediate Seating: A Look at Movie Audiences。CA：Wadsworth Publishing Company。  new window
9.Durie, John(1993)。Film Marketing: What is it and why is it necessary?。NK：BAS Printers Limited。  new window
10.Griswold, Wendy(1983)。Cultures and Societies in a Changing World。Thousand Oaks, CA：Pine Forge。  new window
11.Jowett, G. S.、Linton J. M.(1989)。Movies as Mass Communication。London：Sage。  new window
12.Rogers, E. M.(1971)。Diffusion of Innovations。New York：The Free Press。  new window
13.內政部(1998)。中華民國臺閩人口統計季刊。  延伸查詢new window
14.Austin, Bruce A.(1985)。Current Research in Film: Audience, Economics, and Law。New Jersey：Ablex Publishing Corporation。  new window
15.Austin, Bruce A.(1986)。Current Research in Film: Audience, Economics, and Law。New Jersey：Ablex Publishing Corporation。  new window
16.Austin, Bruce A.(1987)。Current Research in Film: Audience, Economics, and Law。New Jersey：Ablex Publishing Corporation。  new window
17.Austin, Bruce A.(1988)。Current Research in Film: Audience, Economics, and Law。New Jersey：Ablex Publishing Corporation。  new window
18.Austin, Bruce A.(1983)。The Film Audience: An International Bibliography of Research. (With Annotations and an Essay)。The Scarecrow Press, Inc.。  new window
19.李天鐸(1996)。當代華語電影論述。時報文化出版企業股份有限公司。  延伸查詢new window
20.Engel, James F.、Blackwell, Roger D.、Miniard, Paul W.(1995)。Consumer behavior。Dryden Press。  new window
21.Fishbein, Martin A.、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。  new window
其他
1.電影事業發展基金會(1995)。大台北地區民眾觀賞電影行為暨滿意度之調查研究。  延伸查詢new window
2.電影事業發展基金會(1993)。大台北地區民眾觀賞電影行為意見調查。  延伸查詢new window
圖書論文
1.Palmgreen, P.、Rayburn, J. D.(1985)。An expectancy-value approach to media gratifications。Media Gratification Research: Current Perspectives。Beverly Hill, CA：Sage。  new window
2.Palmgreen, P.、Wenner, L. A.、Rosengren, K. R.(1985)。Uses and Gratification Research: The Past Ten Years。Media Gratifications Research: Current Perspectives。Newbury Park, CA：Sage。  new window
3.Windahl, S.(1981)。Uses and Gratifications at the Crossroads。Mass Communication Review Yearbook。Beverly Hills, CA：Sage。  new window
4.Palmgreen, P.(1984)。Uses and gratifications: a theoretical perspective。Communications years book。Beverly Hills。  new window
5.電影資料館(1992)。大台北地區民眾觀影習慣問卷調查報告。中華民國電影年鑑。  延伸查詢new window
6.廖金鳳(1997)。一九九六臺灣電影：輓歌之前。中華民國電影年鑑。  延伸查詢new window
7.關尚仁、劉煥忠、陳世敏(1991)。電影人口意見調查。中華民國電影年鑑。  延伸查詢new window
8.Kochberg, Searle(1996)。Film Audience。An Introduction to Film Studies。New York：Routledge。  new window
9.Jowett, G. S.(1985)。Giving Them What They Want: Movie Audience Research Before 1950。Current Research in Film Audiences, Economics, and Law。New Jersey：Ablex Publish Corporation。  new window
10.Knapp, S.、Sherman, B. L.(1986)。Motion Picture Attendance: A Market Segmentation Approach。Current Research in Film: Audience, Economics, and Law。New Jersey：Ablex Publishing Corporation。  new window
11.Palmgreen, P.、Cook P. L.、Harvill, L. G.(1988)。The Motivational Framework of Moviegoing: Uses and Avoidances of Theatrical Films。Current Research in Film Audiences, Economics, and Law。New Jersey：Ablex Publish Corporation。  new window
12.Linton, J. M.、Petrovich, J. A.(1988)。The Application of the Consumer Information Acquisition Approach to Movie Selection: An Exploratory Study。Current Research in Film Audiences, Economics, and Law。New Jersey：Ablex Publish Corporation。  new window
13.Rosengren, Karl Eric(1994)。The Media Panel Program (MPP) and related research。Media effects and beyond: Culture, socialization and lifestyles。Routledge。  new window
14.Rosengren, K. E.(1974)。Uses and Gratifications: a Paradigm Outlined。The Uses of Mass Communications: Perspective on Gratification Research。Sage。  new window
15.Rosengren, K. E.、Windahl, S.(1974)。Mass Media Consumption as a Functional Alternative。Sociology of Mass Communications。Harmonds-worth：Penguin。  new window
16.Rosengren, Karl Erik、Windahl, Swen(1972)。Mass media consumption as a functional alternative。Sociology of mass communication。Penguin。  new window
 
 
 
 
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