銀髮族運動休閒電視節目觀賞行為實證之研究：以2007年美國職棒大聯盟為例

An Empirical Study of Viewing Behavior for Sports Leisure Television Programs among the Aged Groups: A Case of 2007 USA Major League Baseball

李世昌(Shih-Chang Lee)

《大專體育學刊》 10卷2期 (2008/06) Pp. 29-41

https://doi.org/10.5297/ser.200806_10(2).0002

摘要

本研究以2007年美國職棒大聯盟為例，目的在於針對銀髮族運動休閒電視節目觀賞行為進行結構方程模式建構、驗證與線性關係之分析。經結構方程模式分析，假設模式並不理想。進行修正後，銀髮族運動休閒電視節目觀賞行為模式大部分指標皆合乎要求，規範配合指標(NFI)、漸增配合指標(IFI)與比較配合指標(CFI)均大於0.9，顯示模式建構效度合乎要求之標準。模式中經濟考量與娛樂價值的關係、轉播資訊與社交性質的關係均相當密切，建議民視與ESPN或是未來轉播的電視台在重播美國職棒大聯盟的賽事時，調整成銀髮族群可觀賞的時段，製作旅美球員出賽的各項比賽精采剪輯，或是對於球員花絮的收集，在不同的時段加以播出，以增加收視率。模式之複核效度符合要求之標準，也能適用其他研究。

關鍵字

美國職棒比賽轉播觀賞行爲 ； 結構方程模式

並列摘要

Taking the 2007 USA Major League Baseball (MLB) as an example, this study constructed the hypothesis model of viewing behavior for sports leisure television programs among the aged groups. The verification of the model and correlated analysis were also made. However, the results of the hypothesis model were not acceptable. After modification, most of the values of the evaluating index were acceptable. The values of NFI, IFI and CFI were larger than 0.9, implying that the construct validity was statistically acceptable and fit. The results also indicated that the relationship between budget concern and entertainment value, broadcast information and sociability, was very close. Therefore, it was suggested that Formosa TV and ESPN or other television stations that might have the chance to broadcast in the future adjust on-air time for MLB reply shows for the aged groups. Furthermore, in order to promote viewing rating, brilliant play shots for Taiwanese MLB players and news of players could be clipped or collected for broadcasting in different times. The construct validity of the duplicate modification was relatively fit and the model of this research could be applied to other related studies.

並列關鍵字

TV broadcast viewing behavior of USA Major League Baseball MLB ； structural equation modeling SEM

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