| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 95 === This study examined the relationship between personal value system and television viewing on the viewers of Korean Dramas in Taiwan. Four research methods—telephone interviews, content analysis, focus groups, and intensive interviews—were adopted to collect data for this study. The data analysis shows that the most frequently appearing values are upward mobility, family, authority, inferior and groups, which have positive relationships with viewing motives, viewing frequency, and viewing pleasure of Korean Dramas. The findings of the study suggest that the viewing of Korean Dramas is closely related to value consumption of viewers, and more detailed findings are discussed in the thesis.
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