广州市公交移动电视受众的使用与满足调查研究

Survey of Guangzhou Audience's Viewing of Onboard Bus TV Programs

公交移动电视是电视媒体一种新发展,但由于公交移动电视与室内的家庭电视有很大的区别,需要研究公交移动电视受众的使用与满足,以提升公交移动电视的传播效果。本研究抽样调查了广州公交886A路、B3路、191路、北京路商圈的部分公交站点的乘客,从使用现状、动机、环境、节目、竞争因素等方面对广州市公交移动电视受众的使用与满足进行调查。根据调查结果 ,提出了提高广州公交电视受众满意度的对策。

Onboard Bus TV is getting popular in recent years as a new media quite different from the one used at home. It is necessary to study its application in order to strengthen its function of mass transmission. Questionnaires were constructed to survey the media in terms of its audiences' viewings and motivations, settings, program supplies, competitive factors. Then the questionnaires were randomly administrated to passengers at bus stops in Guangzhou downtown area centered on Beijing Road. Based on findings from this study, measures were proposed to increase the viewers' satisfaction with the onboard bus TV programs.