大學生電視運動節目觀賞動機、滿意度與運動態度之研究
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2013
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Abstract
現今臺灣擁有多家專屬的運動頻道，而電視不論是在現在或未來皆成了運動觀賞者的首選，其中又以大學生為主要之收視族群。在運動觀賞的過程中，大學生除了對賽事規則更加瞭解外，其運動態度也因此受到影響。為此，本研究目的旨於探討大學生觀賞動機與滿意度對運動態度之影響進行探究，並以運動觀賞理論為基礎架構，於瞭解不同背景大學生觀賞電視運動節目動機與滿意度的現況後，進一步透過多元迴歸分析大學生觀賞電視運動節目動機、滿意度與運動態度之解釋力。本研究以大臺北地區大專校院生為研究對象，共取得432份有效樣本，並以描述性統計、獨立樣本t檢定、單因子變異數分析、積差相關及多元逐步迴歸進行資料分析，所得結果如下：
一、大專校院學生電視運動節目之觀賞動機、觀賞滿意度與運動態度皆趨近於正
向感受之評價。
二、大專校院學生電視運動節目之觀賞動機在女性、運動習慣、有收看電視運動
節目者與曾有現場觀看運動比賽之經驗者達顯著差異。
三、大專校院學生觀賞電視運動節目之觀賞滿意度在性別、運動習慣、收看電視
運動目習慣、現場觀看比賽經驗達顯著差異。
四、大專校院學生電視運動節目之觀賞動機與滿意度呈顯著正相關。
五、大專校院學生電視運動節目之觀賞動機與觀賞滿意度對運動態度具有預測之能力。
基於上述結果，希冀觀賞電視運動節目的大學生，在觀賞運動比賽後，能獲得相關運動知識，進而將運動納入自己的生活領域中，對運動保持正向的態度。此外，本研究提供電視業者掌握人口特性、動機與滿意度，促使電視臺能發展更多元且專業化的運動節目內容，藉由電視運動節目之塑造並推廣運動，對運動價值之建立有所貢獻。
The Relationship for Viewing Motivation, Viewing Satisfaction and Sporting Attitude of College Students Watching Sports TV Programs Date: June, 2013 Student: Liao, Hsin-Mei Advisor: Shih, Chih-Pin Abstract There are some professional sport channels in Taiwan. TV is definitely the most popular way for people to watch professional sports. Viewers watch different sports games on TV not only to facilitate the knowledge for the games, but also to enhance the viewer’s attitude for sports. Thus, the study aimed to explore the relationship of viewing motivation, viewing satisfaction and sporting attitude of college students who watched sports TV programs by means of multiple regression analysis. A total of 432 effective samples of college students in Taipei area were collected and the data were analyzed using descriptive statistics, independent T-test, one-way ANOVA, Pearson correlation and multiple regression. Findings were as below: 1. The viewing motivation, viewing satisfaction and sporting attitude of college students who watched sports TV programs all tended to have positive evaluation. 2. Viewing motivation showed significant differences for females, viewers with exercise habits, sports TV program viewers and people with experience in attending live sports games. 3. Viewing satisfaction level showed significant differences in gender, exercise habits, sports TV programs viewing habits and experience in attending live sports games. 4. Significant positive correlation was found in viewing motivation and viewing satisfaction among TV program viewers in college students. 5. Viewing motivation and viewing satisfaction were effective in predicting sporting attitude of TV program viewers in college students. Based on these findings, we expect sports TV program viewers in college students to not only gain knowledge from the games, but also integrate exercise into their daily activities and foster a positive sporting attitude. In addition, this study provides the population, motives and satisfaction level of TV sports program viewers, with the hopes to promote a more diverse and professional TV programs, which would further promote sports to the public, and contribute to the establishment of a positive sport value. Key words: sports program, viewing motivation, viewing satisfaction, sporting attitude, spectatorship
The Relationship for Viewing Motivation, Viewing Satisfaction and Sporting Attitude of College Students Watching Sports TV Programs Date: June, 2013 Student: Liao, Hsin-Mei Advisor: Shih, Chih-Pin Abstract There are some professional sport channels in Taiwan. TV is definitely the most popular way for people to watch professional sports. Viewers watch different sports games on TV not only to facilitate the knowledge for the games, but also to enhance the viewer’s attitude for sports. Thus, the study aimed to explore the relationship of viewing motivation, viewing satisfaction and sporting attitude of college students who watched sports TV programs by means of multiple regression analysis. A total of 432 effective samples of college students in Taipei area were collected and the data were analyzed using descriptive statistics, independent T-test, one-way ANOVA, Pearson correlation and multiple regression. Findings were as below: 1. The viewing motivation, viewing satisfaction and sporting attitude of college students who watched sports TV programs all tended to have positive evaluation. 2. Viewing motivation showed significant differences for females, viewers with exercise habits, sports TV program viewers and people with experience in attending live sports games. 3. Viewing satisfaction level showed significant differences in gender, exercise habits, sports TV programs viewing habits and experience in attending live sports games. 4. Significant positive correlation was found in viewing motivation and viewing satisfaction among TV program viewers in college students. 5. Viewing motivation and viewing satisfaction were effective in predicting sporting attitude of TV program viewers in college students. Based on these findings, we expect sports TV program viewers in college students to not only gain knowledge from the games, but also integrate exercise into their daily activities and foster a positive sporting attitude. In addition, this study provides the population, motives and satisfaction level of TV sports program viewers, with the hopes to promote a more diverse and professional TV programs, which would further promote sports to the public, and contribute to the establishment of a positive sport value. Key words: sports program, viewing motivation, viewing satisfaction, sporting attitude, spectatorship
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Keywords
運動節目, 觀賞動機, 觀賞滿意度, 運動態度, 運動觀賞