中華電信Hichannel網路運動頻道觀賞者使用動機、滿意度及運動涉入之研究

Abstract

本研究旨在探討中華電信Hichannel網路運動頻道觀賞者使用動機、滿意度及運動涉入之關係。採用便利抽樣之方式，於2012年3月至4月進行網路問卷調查，以曾瀏覽過中華電信Hichannel網路運動頻道各球類賽事之觀賞者為研究對象，共得有效樣本510份。所得資料經描述性統計、獨立樣本t考驗、單因子變異數分析法、多元逐步迴歸進行資料分析後，得知本研究結果為：一、中華電信Hichannel網路運動頻道觀賞者以21至25歲之女性大專院校學生為主要族群，具有規律運動習慣，且每月花費在運動相關物品之費用1,000元以下，平均每週使用Hichannel的次數為2至3次之中度使用者。二、中華電信Hichannel網路運動頻道觀賞者使用動機、滿意度及運動涉入各構面得分皆在中等以上水準，其中使用動機之「資訊獲得」與「娛樂」構面、滿意度「休閒消遣」構面及運動涉入「吸引性」、「自我表現」構面得分則達中上水準。三、性別、年齡、教育程度、職業、規律運動、每月花費在運動相關物品費用、平均每週使用Hichannel的次數對於觀賞者動機、滿意度及運動涉入具有顯著影響。四、中華電信Hichannel網路運動頻道觀賞者使用動機對滿意度具解釋力，以資訊獲得構面之預測力最強；運動涉入對使用動機及滿意度具解釋力，皆以自我表現構面預測力最強。本研究據研究結果提出以下建議：一、根據觀賞者人口背景，鎖定目標客群，提供多元資訊及服務，吸引更多觀賞者使用。二、女性觀賞者比例逐年上升，應對女性觀賞人口進行瞭解，並提供其喜好之運動賽事，以吸引其持續觀賞。三、針對受到關注之運動賽事提供更多資訊，於平臺設立問與答專區，增加互動。四、建立會員制度，瞭解觀賞者之特性，定期發送賽事資訊及折扣活動，以鞏固高忠誠度的觀賞者。五、觀賞者可提供希望從網路運動頻道上觀看到之賽事訊息給經營者，以作為往後選擇運動賽事資訊提供之依據。

This study was to reveal the relations among the viewer’s motivations, satisfaction and sport involvement of internet sports channel in Chungwa Telecom Hinet Hichannel. The subjects were the users who watched the Chungwa Telecom Hinet Hichannel through the internet. They were surveyed through internet questionnaire by convenience sampling in March, 2012. The amount of valid questionnaire is 510. According to the data colleted from the internet questionnaire. Descriptive statistics, one-way ANOVA and multiple regressin were applied for data analysis. The results were as following: (1) the main group of internet sports channel in Chungwa Telecom Hinet Hichannel viewers were mainly female university students aged 21 to 25. Most of them were moderate viewer’s who have the habit of regular exercise, spent $1,000 TWD and below on sport products and used the internet sports channel in Chungwa Telecom Hinet Hichannel 2-3 times a week. (2) the viewer’s motivations, and sport involvement of internet sports channel in Chungwa Telecom Hinet Hichannel were above the average of evaluation. (3) sexual, age, eduction, career, regular excerise, spent on the sports products per month, average time of usage every week for viewer’s motivations, satisfaction and sport involvement were significantly different. (4) the spectator’s motivations of internet sports channel in Chungwa Telecom Hinet Hichannel has explanation degree to the satisfaction; the sport involvement of internet sports channel in Chungwa Telecom Hinet Hichannel has explanation degree to the motivations and satisfaction. Based on the results, suggestions were as following: (1) managers should target customers and provide plenty of information and service to attract more viewers continue use based on their background. (2) managers should focus on female viewers, and provide the sports competitions which they like to attract female viewers. (3) managers offer more information about sports competitions which viewer’s paid attention on and set up discussion board to increase the interaction between enterprices and users. (4) managers establish merbership to realize viewer’s characteristic, and enhance viewer’s loyalty. (5) the viewers can provide their expectations and responses to see to the managers, as a suggestions for their favorable sports competitions in the future.