Influences of Temperament Factors on Quality Program Styles Expectation and Multiplatform Television Viewing

Abstract

This research seeks to study an approach for developing an exposure measurement system on television platforms tailored to the diverse preferences of Thai audiences in the digital age. The current system of Television audience surveys, sample selection in measurement, and audience profile grouping for television programs lacks consideration for psychological characteristics, leading to a limited understanding of behaviors, interests, and preferences of individuals. This may result in the acceptance of content and the selection of different media. This study therefore proposes psychological factors. Drawing upon David Keirsey's temperament theory, classifying into four distinct groups: 1) Rationalists 2) Artist and Artisans, 3) Guardians and 4) Idealists. The research aims to explore how temperamental factors influence both expectation for quality program styles and viewership patterns across multi-platform television in Thailand. The study employed a survey method, utilizing a questionnaire to gather data, yielding a total of 391 sample sets. After surveying, collected 532 samples sets.

The research result revealed that the temperamental factors of viewers could partially predict the expectations of quality program styles and specifically, the findings are as follows; (1) Temperamental Factors predict Program Style Expectations: Viewers with a temperament characterized by wisdom seekers (combining the characteristics of rationalists and artists/artisans) can predict expectations for knowledge and socially conscious program styles, as well as artistic value program styles. (2) Ideologists predict local popular entertainment program styles and knowledge and socially conscious program styles. All predictions are positive. (3) Guardian could not predict any Program Style Expectation.

The temperamental factors of viewers could partially predict multi-platform television viewing (1) Wisdom seekers negatively predict the viewership of broadcast television. (2) Ideologists positively predict the viewership of live streaming on online television platforms (3) while Guardians negatively predict the viewership of live streaming on online television platforms.
The study's findings reveal that temperament factor positively predicts quality program styles expectations as follows: (1) The temperament trait of the Wisdom-seeker (combining the characteristics of rationalists and artists/artisans) predicts knowledge and socially conscious program style expectation, as well as artistic value program style expectation. (2) The Ideologist temperament trait predicts local popular entertainment style and socially conscious program style expectation. (3) The Guardian temperament trait does not predict any program style expectation.

Temperament traits also partially predict television multi-platform viewing behavior as follows: (1) The Wisdom-seeker temperament trait negatively predicts broadcast television viewing. (2) The Ideologist temperament trait positively influences live online television viewing. In contrast, (3) The Guardian temperament trait negatively influences live online television viewing.