劉立行Liu, Li-Hsing黃暘恂Huang, Yang-Hsun2019-09-04不公開2019-09-042018http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G060472016H%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/99562拜於新科技的普及，現代閱聽人在觀看電視影集時，比過去享有更多的控制和選擇權，也衍生出追劇（binge-watching）的收視行為。而影音串流公司Netflix在2016年進軍台灣，其播放平台全然為了方便觀眾觀影的流暢而設計，並推出一齣齣頗受好評的原創影集，皆讓台灣掀起一波追劇風潮。然而，儘管追劇在新聞媒體上的討論度越來越高，但在學術上的研究卻相當有限。因此，本研究透過深度訪談法，觀察21位Netflix用戶的追劇行為，針對閱聽人追劇的情境脈絡、Netflix原創影集吸引人之處，以及閱聽人追劇的使用與滿足進行討論。 研究發現，閱聽人以追劇模式收看Netflix原創影集的使用與滿足，其動機為娛樂、放鬆、打發時間、逃避、學習、社交、習慣、搶快與趕進度。而追劇後的正面反應為：愉悅、滿足、放鬆、獲得反思，負面反應則是：難以抽離與疲憊。對於Netflix原創影集，閱聽人多抱持正面態度，包含高品質、特殊題材、劇情連貫性、複雜故事線、包容多元議題等，都是Netflix原創影集吸引人進行追劇行為的因素。Due to the advancement of modern technology and the rise of online streaming services, people now possess an unprecedented amount of choice and control when watching television series. In this brand-new media landscape, the phenomenon of binge-watching has become a common behavior among viewers. Meanwhile, Netflix, a leading media streaming company, expanded its service to Taiwan in 2016, creating a national binge-watching trend with its “binging-friendly” interface and many popular original productions. In light of the above, this study seeks to understand more about Taiwanese viewers’ binge-watching behavior, specifically in the viewing of Netflix original series, and utilizing the uses and gratifications theory. Data collected through qualitative interviews with 21 binge-viewers indicates that (1) viewers’ primary motivations for binge-watching Netflix original series are entertainment, relaxation, passing time, escapism, learning, social interaction, habit and catching-up; (2) post-bingeing effects on viewers are pleasure, satisfaction, relaxation, reflection, indulgence and fatigue; (3) as for their opinions on Netflix original series, viewers tend to hold a positive attitude, and consider the series’ high quality, unique subject matter, storyline continuity, complex narrative are merits that draw viewers into conducting action of binge-watching.Netflix追劇接收分析使用與滿足Netflixbinge-watchingreception analysisuses and gratifications