title: [Reliability and validity of the Japanese revised version of the television affinity scale].
abstract: The purpose of this study was to improve the Japanese version of the Television Affinity Scale (TAS), and to examine the relationship between affinity for television and viewing behavior. Data was based on a random sample of 552 people in Hachioji City (Tokyo, Japan); the response rate was 55.2%. The results revealed the following: (a) the TAS 6-item version had sufficient reliability and validity, (b) the TAS provided information which could not be explained directly by demographic factors, and (c) affinity for television was positively correlated with unplanned and non-concentrated television viewing. These results are consistent with the findings of Erikawa, Yamada, Kawabata, and Numazaki (2007). In addition, the TAS scores correlated positively with entertainment program viewing. This is consistent with the findings of Rubin (1984) that television affinity correlated with ritualized television viewing. The implications of these results for contemporary television viewing are discussed.
authors.affiliation: Department of Marketing, Tokyo Broadcasting System Television, Inc., Akasaka, Minato-ku, Tokyo 107-8006, Japan. erikawa@best.tbs.co.jp
authors.forename: Shigeru
authors.initials: S
authors.lastname: Erikawa
authors.forename: Kazunari
authors.initials: K
authors.lastname: Yamada
mesh_terms: D000328:Adult; D000368:Aged; D001290:Attitude; D005260:Female; D006184:Habits; D006801:Humans; D008297:Male; D008875:Middle Aged; D011897:Random Allocation; D011795:Surveys and Questionnaires; D013690:Television; D014041:Tokyo