[ 摘要 ]

為了落實「原住民族教育法」，行政院原住民族委員會自九十年起推動原住民電視專屬頻道的工作，在九十四年七月一日正式開播。對於原住民來說，期盼能透過電視頻道，將他們的文化、語言及農業技術，傳承給他們的下一代及其他族群。原住民族群對於他們自身的族群意識較為其他族群強烈，許多原住民不願自己的文化語言及生活習俗等消逝。因此，長期下來，族群認同近年來已成為社會科學一個重要的研究主題。另外，在傳播學研究中，「使用與滿足」是主要探討閱聽人為主的理論，其論點依據是閱聽人了解自己的需求，並會主動的使用媒介滿足特定需求。

綜上原因，本研究選擇原住民電視台的原住民收看者為主要研究範圍，目的是為了瞭解原住民的族群認同、收看行為、動機與滿足情況，以及關聯性。透過這樣的研究有效的檢視原住民電視台，是否符合原住民的心理需求及族群效益。本研究採用親身訪問及電子問卷調查兩種方式，進行滾雪球抽樣，有效蒐集到528位受訪者，進行描述性統計分析、因素分析、相關分析、卡方分析、單因子變異數分析及逐步多元迴歸分析等統計方法。研究結果主要發現：

第一，關於動機與滿足的相關性，在控制族群認同後，「資訊蒐集動機－資訊蒐集滿足」、「社交互動動機－社交互動滿足」、「娛樂消遣動機－娛樂消遣滿足」、及「學習母語動機－學習母語滿足」相對關係上，皆達顯著正相關。其二，收看原住民電視的資訊蒐集、社交互動、娛樂消遣及學習母語的動機與滿足較高者，原住民之族群自我認同與族群歸屬感愈高；不過，資訊蒐集、社交互動、娛樂消遣及學習母語的動機與滿足愈高者，族群投入愈低。其三，族群自我認同及族群歸屬感較高者的收看行為，多數是每天收看原住民電視、收看時間達五個小時以上、瀏覽原住民電視網站、及有收看原住民電視以外的原住民類節目。最後，資訊蒐集動機及社交互動滿足愈高，有收看原住民電視台以外的原住民類節目，瀏覽原住民電視台網站，專心收看，平常使用母語，學生等因素，是可以有效預測整體族群認同程度。

[ 英文摘要 ]

In order to implement “Law of Indigenous Education”, the Council of Indigenous People of Executive Yuan has boosted the plans of the Indigenous Television since 2001, it has broadcasted on July 1 in 2005. After Hakka Television has broadcasted, the Indigenous Television becomes the second ethnic channel. Through the Indigenous Television, the Indigenous peoples wish to conserve and spread their cultures, languages and agriculture skills.

The ethnic consciousness of indigenous peoples of Taiwan are stronger than other ethnic groups, more of indigenous peoples are unwilling to lose their cultures, languages and life customs. After a series of research, the ethnic identity has become one of the important research issues in social science. In addition, the argument of audience analysis in communication discipline, the Uses and Gratifications is major theory. The argument of the Uses and Gratifications assume that audience understand their needs and uses media actively in order to satisfy their needs.

Basic on the Uses and Gratifications theory, the research is aim to be understood the condition of viewing motives, behavior and gratification. Furthermore, it discussed the correlation of ethnic identity, viewing motives and behavior. The study could examine effectively the Indigenous Television whether achieve the psychological needs and ethnic benefit of indigenous peoples since it was broadcasted on July 1, 2005.

The study adopts questionnaire survey and electric survey, processing snowball sampling was used to retrieve 528 valid questionnaires. The statistical methods were utilized for the Descriptive statistics analysis, Pearson product-moment correlation, T test math-pair, one way ANOVA, Factor analysis and Stepwise multiple regression. The conclusions of the research were summarized as followings:

1.The viewing motives and gratifications of indigenous peoples of the Indigenous television have positive correlation.

2.When viewing motives and gratifications of indigenous peoples higher, their self-identification and sense of belonging to the group would be increase. But when viewing motives and gratifications higher, their ethnic involvement would be decrease.

3.The higher of self-identification and sense of belonging to the group of indigenous peoples that viewing behavior including viewed every day, spent five hours for viewing equally, access internet of the Indigenous television to search for about program.

4.The information collection of motivation, social interaction of gratifications, viewing program of the indigenous peoples in other channel, use native languages or student of avocation of variables would to predict higher of ethnic identity.