台北市大學生對職棒轉播的收視動機與行為及評價之研究

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2004

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國內目前轉播中華職棒大聯盟賽事之電視媒體有兩家—緯來體育台及年代電視台,而若想增加其收視率,進而創造更多廣告收入,瞭解閱聽人需求是非常重要的。 因此,本研究擬以「使用與滿足」研究之理論基礎,來瞭解背景互異的職棒收視主要群體—大學生收看國內職棒賽事電視轉播的動機、行為、滿足程度及對媒體之評價;本研究在台北市內5所公私立大學中進行問卷調查,共計蒐集到522份有效樣本,並以卡方分析、因素分析、單因子變異數分析、Tukey事後檢定及Pearson積差相關等統計方法加以分析;研究之主要發現如下: 一、台北市大學生之收視動機經因素分析後,得到下列五個構面:「比賽吸引人」、「滿足個人偏好」、「豐富生活」、「人際互動與個人需求」及「休閒消遣」。 二、台北市大學生之收視動機滿足程度經因素分析後,得到下列四個構面:「球賽精彩與個人偏好」、「豐富生活與好奇」、「休閒消遣」及「人際互動」。 三、台北市大學生對國內兩家職棒轉播媒體之評價均偏向正面,不過年代電視台各個項目的負面評價,均比緯來體育台多出10~20個百分點。 四、台北市大學生對國內職棒賽事電視轉播的收視動機、收視行為及滿足程度間皆呈顯著正相關。 五、台北市大學生之性別及運動習慣的不同在國內職棒賽事電視轉播收視動機、行為及評價上均有顯著差異 最後,本研究建議緯來體育台在「重播時段的安排」上需針對閱聽人需求加以調整;而年代電視台則在專業性及知名度的建立上還有很大的成長空間。
This study uses the “Uses and Gratifications” model to examine the motivations, behaviors, and evaluations of university students in Taipei city for viewing television live CPBL games. Further more, this study also explores the relationships among viewing motivations, viewing behaviors, evaluations, and individual background. A survey by questionnaire to 522 students within 5 public and private universities had been distributed for collecting the data. Descriptive statistics with chi-square test, one-way ANOVA, Tukey’s HSD method, factor analysis, and Pearson product-moment correlation were used to test the hypothesis. The main findings are as follow: 1. Motivations for watching CPBL games on televisions were analyzed to 5 factors: (1) the attraction of games; (2) to fulfill personal interest; (3) to enrich life; (4) viewing for social interaction and personal needs; (5) viewing for recreation. 2. Gratifications for watching CPBL games on televisions were analyzed to 4 factors: (1) the attraction of games and personal interests; (2) to enrich life and fulfill curiosity; (3) to recreate; (4) social interaction. 3. There were significant positive correlations between viewing motivations, viewing behaviors and evaluations. 4. There were significant differences between individual background and viewing motivations, behaviors and evaluations in sex and sport habits.

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職棒轉播, 使用與滿足, 收視動機, 收視行為, 評價, Uses and Gratifications, viewing motivations, viewing behaviorsevaluations.

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