The Infiuential Factors Analysis On Audiences’ Behaviors Of Watching EXPLORING:Based On Grounded Theory

With the support of national policies and industrial environment,China’s documentary market is developing rapidly,and documentary column,as an important channel for documentary,is also playing an increasingly important role.EXPLORING is a TV documentary program of Science and Education Channel of CCTV,it opens the prelude to the Chinese entertaining documentaries,which is an unavoidable milestone in the history of the development of Chinese documentaries.It is of great significance for the promotion of the program and industry to examine the "old" program with a history of 20 years in the "new" era of the Internet.This paper takes the classic CCTV documentary program EXPLORING as the research object to explore the influential factors of audience’ viewing behavior and their interaction.Firstly,the content analysis of Exploring shows that this program has rich themes,with a high frequency of archaeological exploration,history,humanities and military programs.At the same time,suspense narrative technique has been fully used in the program production.On the basis of understanding the general situation of program,this paper collects first-hand data through in-depth interviews,and follows the method of Grounded theory,using qualitative research software Nvivo to conduct coding,so as to explore the influence factors and mechanisms of audiences’ viewing behaviors in EXPLORING.The results show that the six main categories of "Program Attribute","Content Production","Personal Characteristics","Demand Satisfaction","Broadcast Platform"and "External Environment" have significant influence on audiences’ viewing behaviors,and they have different influence paths and ways.Then,this paper finds out the "story lines" of audience watching EXPLORING under certain conditions through the Paradigm Model of Grounded theory,and studies the components of the above six main categories and their mechanism of watching behaviors,and finds out five paths:(1)The "Program Attribute" indirectly affects the audience’s viewing behavior by directly influencing the "Content Production";(2)The"External Environment",as situational conditions,affects the development of personal traits,which is used as an important reference factor for audience to act viewing behavior;(3)The "Broadcast Platform" plays the role of intermediary condition,and influences the viewing behavior by acting on the audience’s "Personal Characteristics"and "Demand Satisfaction";(4)"Personal Characteristics" and "Demand Satisfaction"are the direct internal motivation of audience’s viewing behavior;(5)"Content Production" is the direct external condition for audience to act viewing behavior.Finally,according to the relationship between the main categories and the interaction mechanism path,a model of the influential factors of audience’ viewing behavior is generated and the results are tested,it shows that the model is reliable and universal to a certain extent.