Research On Audience Viewing Behavior Of Chinese TV Dramas In New Media Environment

For a long time,TV drama has been an important part of the TV viewing ratings,and with the development of the Internet,in addition to the TV screen,computer,mobile phone,pad and other media terminal equipment,all of this have become important channels for the spread of TV dramas and audience to watch.In addition to the publicity of public media,social media,such as micro blog or WeChat,also has become an important channel for the spread of the information of TV dramas in the new media environment.At the same time,China's domestic TV drama industry has developed rapidly in recent years.The production capacity is far greater than the amount of the broadcasting and there is a great difference of the quality on the good and the bad domestic TV drama.On the other hand,the evaluation of a TV drama often appears out of balance with the actual viewing ratings in recent years.The phenomenon of huge attention by the whole society of a TV drama appears from time to time.The research on the audience's viewing behavior can provide advices on creating,broadcasting,disseminating and other links of a series of links of the Chinese TV dramas in base of users.Based on the audience's theory of communication,this paper makes a series of data analysis,which is based on the questionnaire data.Through statistical software SPSS,this research has made a series of analysis on the audience's viewing motivation,the attitude changing,the focus on related information and communication behaviors.The research has found four factors the audience's viewing motivation and three factors on the influence factors on the attitude changing.The research shows the relationship between the factors on viewing motivation and attitude changing,and the influence of the two kinds of factors on the audience's communication behaviors.The research also shows the differences of different people on their viewing motivation,the attitude changing,and the focus on related information and communication behaviors.It is found that there is a positive correlation between the factors of audience's viewing motivation and attitude changing.Public opinion evaluation has the most important influence on audience's viewing motivation and attitude changing.Social media,such as micro blog and WeChat,plays an important role in the public opinion evaluation.There are some differences of influence on his viewing motivation,attitude changing and behavior of communication between different audiences.On the basis of these findings,the paper puts forward the suggestion on the broadcasting and media publicities of Chinese TV drama.