Sociological Research of TV Audience Behaviour Factors Determining The Time Spent Watching TV ABSTRACT The thesis deals with the phenomenon of TV viewing and with TV audience behaviour research. The theoretical part demarcates watching TV within leisure activities and deals with the question of motivation for watching TV as well. It also mentions the approach of people who intentionally try to exclude TV from their life. The text does not omit even the important contemporary determinants of watching TV - Internet and digitization of TV broadcasting. Subsequently, the main methods of TV audience behaviour research in the Czech Republic are introduced. In the empirical part, the main factors that most affect the time spent watching TV are being identified - first through separate elementary analyses and afterwards through searching for a regression model that would best predict the time spent watching TV for individuals and groups based on their socio-demographic and other characteristics. Keywords: television, time spent watching TV, watching TV, ATS, Peoplemeter, TVmeter, TV viewer, TV audience behaviour research

Abstract This paper studies the audience¡¦s motivation in watching ¡§shopping channels¡¨ in cable television (TV) program, the relationship between watching and shopping behaviors, and investigate factors influence motivation and behaviors. The subjects are cable TV audience. The method is by telephone to find audiences¡¦ response to the questionnaire. Through data collection and statistic analysis the results show that the major motivations for audiences to watch ¡§shopping channels¡¨ are ¡§needs to information¡¨, ¡§entertainments¡¨ and ¡§social activity¡¨. Among these three, ¡§ needs to information¡¨ has the most correspondent. For watching behavior¡¦s aspect, the frequency of receiving ¡§shopping channels¡¨ is low. There are only 4.1% of responding rate in ¡§often watch¡¨ and ¡§daily watch¡¨. The most frequent watching hour is between 19~23 o¡¦clock as the rest of the local people in receiving other programs. However, the watching time is within 30 minutes every time (89.8%). In respect of shopping behavior, there are 57.6% shares of respondent express they will ¡§compare with other stores¡¨ or ¡§to listen to other¡¦s opinion¡¨ before decisions of shopping. This category belongs to reasonable type of shoppers. For shopping frequency, there are about 70% respondents express ¡§never buy¡¨, and around 30% expresses having shopping experiences in cable TV ¡§shopping channel¡¨. Concerning the shopping products, there are mainly 6 categories in sequential. The kitchen utensils share the most (32.4%), followed by ¡§cleaning products¡¨, ¡§fitness products¡¨, ¡§weight lost, weight control or on diet products¡¨, ¡§cosmetics¡¦, and ¡§electronic products¡¨. The study also finds personal traits will influence the audiences¡¦ ¡§watching motivation¡¨ ¡§watching behavior¡¨ and ¡§shopping behavior¡¨. For educational background consideration, the study shows respondents with higher educational level have less watching time and shopping frequencies in ¡§shopping channel¡¨. Hence, this is not the major consuming group for ¡§shopping channel¡¨, in stead they tends to be looking for ¡§entertainments¡¨ purposes. For junior high school level of education have highest shopping frequency (47.5%). Hence ¡§needs to information¡¨ has most of the watching motivation (63.9%). In behaviors wise, students have the least watching frequency and time, belongs to the group of ¡§ listen to other¡¦s opinion, then make decisions¡¨ category. Housewives are the major consuming group for ¡§shopping channel¡¨. The research also finds the ¡§watch time¡¨ will influence the ¡§shopping motivation¡¨. The longer the watching hour is, the stronger the shopping motivation. Shoppers being ¡¨reasonable¡¦ has less watching hour. This means the ¡§watching frequency¡¨ and ¡§watching time¡¨ have positive relationship to shopping behaviors. ¡§Shopping channel¡¨ is one the most popular channels in USA. It is also developing in promising direction with market potential in Mainland China. In Taiwan, as individual system develops, there are many more ¡§shopping channels¡¨ available. This reflects the competing situation. However, while the writer looks for broad casting, or management institutions, there has no study at all focusing on this type of channel yet. This research takes initials of ¡§quantitize¡¨ consideration to provide some contributions in mediating behavior for audiences, system operators, and channel operators.