Research On College Student Audience’s Behavior Toward TV Career Reality Show

Since October2010, TV Career Reality Show, which drawing on the essence ofDating Show and characterized by providing employment services, sprung up suddenly.The number of College graduates has reached6.99million in2013,190,000more thanlast year, which makes employment situation of college graduates more complicatedand grim. In the current time, most of TV Career Reality Shows serve to collegestudents, studying their motivation, attitudes and behavior to watch the program, aswell as the relationship between them. Thus, for college students, facing motivations,correcting job attitudes and improving confidence is very important. And for TVprogram makers, attaching importance to these motivations and producing betterprogram to serve college students tend to the highest priority.This paper, taking the college students from the universities in our country as thestudying objects, and combining with the results of previous studies and preliminaryinterviews,makes questionnaires to post on the questionnaire star network platform,makes use of data information and SPSS19for data processing and analysis. FactorAnalysis shows two motivations of college students for watching career shows:learning experience and enjoying entertainment. At the same time, it also discoversthat there exist different attitudes between college students on career shows: program’semployment services, realness, query intention aspects and information exchange.These conclude that it shows up Halo effect, anti-authority effect and imitation effectwhen they watching TV Career Reality Shows. Through Variance Analysis, we havefound that there are different degrees of variation between College Students’demographic variables and their behavior, motivations and attitudes. These differencesmainly indicates: monthly,girls’ frequency of watching career programs are higherthan boys’, and also girls prefer to watch these programs mainly under the motivationof learning experience.Correlation analysis shows that there are different degrees ofcorrelation between the motivations, attitudes and behaviors of college students fromwatching TV Career Reality Shows. This correlation performance on the followingaspects: the more intense motivation to learn experience, the higher frequency ofwatching programs shows; entertainment motivation is more intense, attitudeinformation query is more positive; more positive attitude to the employment services,more certain on employment services, the higher frequency of watching programstends. From analysis above, this paper makes the field of audience research areas of TVCareer Reality Show enriched; help college students to face their own motivation towatch the program, correct job mentality, improve job confidence; remind the programmakers attach importance to these motivations, attitudes and behavior, to produce moreattractive programs to better serve college students.