テレビへの接触行動モデルの構築に関する実証的研究

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The purpose of this study is to construct a television exposure model and to clarify all factors relating to exposure in order to verity the model. Previous empirical studies of television exposure were not able to examine the relationships among the factors, due to the actual clarification of the relation between exposure and factors being conducted rather than verifying the model. Therefore, one must examine the relationships of factors concerning exposure in order to construct a television exposure model and to determine the factors of the model. The actual condition of television exposure, viewer and exposure behavior were first examined. The probability and quantity of television exposure were both higher than those of other media. High school students can be considered as the most appropriate viewers based on the "turning point" (Schramm et al.,1961), or when exposure becomes more diverse. Exposure was classified into selective exposure and non-selective exposure. According to the Expectancy-Value Model (Palmgreen et al.,1982), mass media exposure can be represented as a function of "expectancy" and Value", however this could not clarify the relationship among the related factors in mass media exposure because the model is based on the Fishbein-Ajzen model (1975). Therefore, the result of these studies were taken into account in this model. In this study, the Triandis Model (1980) was utilized where the behavior is related to the intentions, habit, physiological arousal and facilitating conditions. The intentions are related to social factors, affect and value of the consequences. This constructs the television exposure model where exposure is related to the intentions and habit. Furthermore exposure is related to facilitating conditions and arousal conditions, and the intentions are related to social factors, affect and value of the[figure] The factors of this model were defined and examined by the preceding studies. The investigation of the total factors were made to verity the model. To investigate these factors, in the first study, 58 high school students answered open-end questions where the K-J method was used in order to select the items of the questionnaire. In the second study, four investigations of the factors were conducted on 311 high school students. In result, the relation between the factors varied among the programs and some results varied from the preceding investigations and was therefore difficult to classify programs into certain typology due to the lack of criterion. The total study was based on the outcomes of the second study where 30 items (one factor being constructed by 5 items) were selected. High school students made up the total sample. The questionnaire consisted of 1) the measurement of exposure where 3 programs were written by each subject that was always viewed. The respondent was also asked to rate the estimated exposure on a 4 point scale. 2) The respondent rated each factor on a 5 point scale. The total sum of programs were 1592. 589 responses of students were analyzed. After omission of subjects not answering all three programs, subjects indicating a 1 (rare) or 2 (sometimes) were classified into the non-selective exposure type, and ones indicating a 3 (usually) or 4 (always) as a selective exposure type. The intentions were assessed by the sum of 15 items, each made up from five items of; social factors, the affect, and value of the consequences. Habit, facilitating conditions, and arousal conditions were assessed by the sum of the 5 items each respectively. All items were on a five-point scale. Multiple regression analysis was utilized to investigate the relationship among exposure, the intentions and habit. Correlation analysis was utilized to investigate the relationship among the exposure, facilitating conditions and arousal conditions. From the regression of the selective exposure on the intentions and habit, the intentions and habit were found to be statistically significant (intention β=.176, t(770)=4.667, p<.01; habit β=.149, t(770)=3.943, p<.01; R=.271, F(2,770)=30.56, p<.01). The stepwise analysis found that the regression of the selective exposure on the intentions (Step 1; β=.236, F(1,771)=45.35, p<.01) and habit (Step 2; β=.149, F(1,771)=30.56, p<.01) were significant. The results indicated that selective exposure was related to the intentions more powerfully than habit. The correlations between selective exposure and facilitating conditions were nonsignificant but the correlations between selective exposure and arousal conditions were significant (r=.167, t(770)=4.709, p<.01). The results indicated that selective exposure was related to arousal conditions more powerfully than facilitating conditions. The regression of non-selective exposure on the intentions and habit indicated that the intentions were nonsignificant but habit was significant statistically (habit β=.348, t(83)=2.847, p<.01; R=.347, F(2,83)=5.69, p<.01). The results indicated that non-selective exposure was related to habit more powerfully than intentions. The correlation between non-selective exposure and facilitating conditions was significant (r=.284, t(83)=2.660, p<.01) but the correlation between non-selective exposure and arousal conditions was nonsignificant. The result indicated that non-selective exposure was related to facilitating conditions more powerfully than arousal conditions. The television exposure model explains that the difference between selective exposure and non-selective exposure is based on the difference of the weight of the model's factors. Therefore, the television exposure model can be effective for elucidating television exposure.
国際基督教大学の論文

著者

和田正人
国際基督教大学

テレビへの接触行動モデルの構築に関する実証的研究

スポンサーリンク

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