テレビ親近感とテレビ視聴行動の関連性について

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  • Research on the relationship between affinity for television and television viewing behavior
  • テレビ シンキンカン ト テレビ シチョウ コウドウ ノ カンレンセイ ニ ツイテ

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The purpose of this study was to examine the relationship between affinity for television and its viewing. Data was based on a random sample of 682 people in the Tokyo metropolitan area, with a 65.0 percent response rate. Study 1 developed a Japanese version of the Television Affinity Scale (TAS), confirmed its reliability and validity, and found that the TAS provided information which could not be explained directly by demographic factors. Study 2 showed that affinity for television was positively correlated with unplanned viewing and non-concentrated television viewing. In addition, Study 2 found that viewing of entertainment programs was positively correlated to TAS score, while news program viewing was not. These results were consistent with the finding of Rubin (1984) that TAS is positively correlated with ritualized television viewing and not with instrumental viewing.

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