國內體育台閱聽眾收視女子運動節目使用與滿足之研究

Abstract

摘 要

本研究旨在暸解體育台觀眾對於女子運動節目的收視動機、行為及需求，並運用「使用與滿足理論」檢測收視動機、行為及滿足之間的相關性。以國內體育台 – ESPN、衛視體育台及緯來體育台的觀眾為研究對象，進行電子問卷調查，共有558份有效問卷，有收視者386位，不收視者有172位，所得數據以描述性統計、皮爾森積差相關及典型相關進行分析，獲得以下結果：

一、 以「工具性」的收視動機為主，採取有目的的收視，「比賽因素」的動機最強；在收視行為上，有一半以上採取計劃性收視，傾向收看強調對抗、速度及力量的「比賽」，而非「觀賞性」或「表演性質」的運動節目。收視滿足方面，收視滿足(GO)的整體題項總平均數高於收視動機(GS)，因此，受訪樣本對於體育台所播映女子運動節目的整體收視經驗是正面的，獲得到一定的滿足。

二、 體育台觀眾在收視女子運動節目的收視動機、行為與滿足彼此呈現相互影響的關聯性：「比賽動機」透過「計劃性收看」影響「比賽投入滿足」；「休閒動機」透過「每週收看頻率」影響「消遣娛樂滿足」，根據典型相關驗證確實存在「動機→行為→滿足」模式，反映體育台觀眾在女子運動節目存在有媒介消費行為，並有收視需求。

三、 在不收視歸因調查結果，未存有刻板印象中「女性選手」不會打球或比賽不好看之負面因素，而以「資訊取得障礙」、「順序安排衝突」及「個人缺乏興趣」為三大因素構面。

基於以上發現，建議體育台應納入節目播映策略之考量，增加此類型節目，並強化「比賽」元素，提高觀眾之收視滿足；對推廣單位而言，應去除依附在男子組之「女子組」比賽地位，發揮女子運動之特質、強化比賽之對抗性及可看性，發展屬於真正的女子運動。

關鍵詞:女子運動節目、體育頻道、使用與滿足Abstract

The purpose of this study was to understand the viewing motivation, behavior and demands of sports channels’ viewers toward women’s sports programs, which is based on the theory of “uses& gratifications” to examine the correlation between motivation, behavior and satisfaction of viewing. This research was targeted the viewers of local sports channels – ESPN, STAR Sports and Videoland Sports through electronic questionnaire. There are 558 valid responses in all, 386 with viewing and 172 were non-viewing in women’s sports programs. The results were analyzed by descriptive statistics, Pearson product-moment correlation and canonical correlation and as follows:

1. The “instrumental viewing” is the mainly motive, which is an intentional viewing. The “competition factor” was rated highest. In the viewing behavior, more than half viewing is under planning ahead and intend to watch competing, fast pace, and powerful “competition”, not the “exhibition” or “performance” game. In the viewing satisfaction, the average of gratification obtained (GO) is higher than gratification sought (GS), so viewers’ viewing experience is positive and obtained a certain of gratifications.

2. The motive, behavior and gratification are showing mutual influence for each other in viewing women’s sports programs. The “competition motive” is influencing “game-involving gratification” through “scheduled viewing”. “Leisure motive” is influencing “recreation gratification” through “weekly viewing frequency”. In light of canonical correlation, this research proof the existence of “motive→behavior→gratification” model in viewing women’s sports programs and also reflect the real consumption in the viewing with viewer’s demand.

3. For result of non-viewing factors, the negative stereotyping which women player is bad in sports is not existing. The “inaccessible information”, “priority conflict” and “not interesting in sports” are the major factors.

Based on those findings, sports channels should consider to acquire or produce this kind of sports programs and enhance the competition element to increase viewers’ gratification. For the suggestion to promoter or association, Women’s game should be upgraded to women’s sports, not under men’s game in schedule and format. In the meantime, women’s sports needed to promote themselves in underlining women’s characteristic and competitive elements to develop the real women's sports.

Key words:women's sports program, sports channel, uses and gratifications