男性收視電視運動節目的人數遠超過於女性,本研究試圖以期望價值取徑探討女性閱聽眾收視電視運動節目的行為與動機,以及對電視運動節目現況的滿意度,以期增加運動節目的女性閱聽眾。研究對象為大台北地區之中學生、大學生與上班族,自編「女性閱聽眾收視電視運動節目行為、動機與滿意度之研究」問卷為研究工具,本研究有效問卷數為235份,經由描述性統計與單因子變異數分析,得出以下結論:(一)女性閱聽眾每星期至少會看一次電視運動節目,轉播訊息來源以轉台時發現最多,收看過程中會隨意轉台,棒球是最常收視的運動類型,收視的優先考量是喜歡轉播的比賽項目;(二)女性閱聽眾收視電視運動節目主要收視動機為認同構面(Mean=3.53),其次是人際互動構面(Mean=3.40),以打發時間構面(Mean=2.96)最低:(三)女性閱聽眾收視滿意度的依序順序為提供多元的運動轉播(Mean=3.29)、賽事轉播的宣傳(Mean=3.27)與轉播配合作息時間(Mean=3.23)等三項為最高,以提供平衡的男女運動項目轉播(Mean=2.68)為最不滿意,其次是轉播人員的專業(Mean=2.90)。
Men outnumber women in the viewing televised sports. Using expectancy-value approach examine female audiences' behaviors, motives and satisfaction with televised sports in which to increase audiences. A survey by questionnaire to 235 high schools and universities' students and career women had been collecting data. After descriptive statistics and one-way ANOVA, the result of the research are as follows: (1) Female audiences frequent view televised sports one day a week and receive messages from transforming channels. The process of viewing, they don't fix the channel. The most categories are baseball. Favorite sport is the major factor that they view televised sports. (2) The major motives about viewing televised sports is identity dimension (Mean=3.53). The second one is companionship dimension (Mean=3.40). (3) The ranking about the satisfaction with televised sport are: offering abundant categories of sports (Mean=3.29); promotion sports events (Mean=3.27) and transmitting sports can fit time of female audiences (Mean=3.23).