The number of the radio stations reached 208 high at 2008 since they were allowed to apply for the operating licence in 1993, according to statistics of the National Communications Commission. However, the radio stations are facing intense competition with blooming on-line radio stations. Therefore, how to retain loyalty of audience is an important issue for all the radio stations.
This study is to explore the correlation of audience personality, life style and the loyalty to the pop-music radio stations. Also it investigates whether a person¡¦s inner-attribute and outer-behavior are related to his loyalty of a pop-music radio station. We used on-line questionnaires and purposive sampling of Kaoshiung residents. We hope that the results of this study would benefit administrative managers for the pop-music radio stations to understand the station¡¦s advantages, the needs of the audiences, and to manage the audiences¡¦ loyalties effectively in the competitive environment.
The method of collected data is by using on-line questionnaires and purposive sampling of Kaoshiung residents. Among 241 samples, 236 were effective and 5 samplers were non-listeners to any radio station. After the data anlaysis based on factor theory, the samples were sorted in five different personality traits including agreeableness, conscientiousness, extraversion, openness and neuroticism. The statistical results show that the number of the audiences possessing agreeableness is the greatest, followings conscientiousness, openness, extraversion, and finally neuroticism. Also the audiences emphasize on the achievement pursuit, following amusement, media attentiveness, topicality interest, job emphasis, spending efficiency, and plan deliberation. The audiences possess the loyalty of the radio station which doesn¡¦t show any differences because of diverse personalities or life styles, and the attitude loyalty is higer than the behavior loyalty.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0904108-190456 |
| Date | 04 September 2008 |
| Creators | Chien, Yu-tsz |
| Contributors | Chun-ching Yang, Hsiang Chen, Sue-Jen Lin |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0904108-190456 |
| Rights | not_available, Copyright information available at source archive |
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