民眾對有線電視運動節目的滿意度之研究

A Study on the Degrees of Satisfaction among the People Who Watch Sport Programs in the Cable

郭進財(Chin-Tsai Kuo) ； 呂德慶(Te-Ching Lu) ； 江輝祺(Hui-Chi Chiang)

《高應科大體育》 8期 (2009/11) Pp. 182-192

https://doi.org/10.29889/KUASPE.200911.0017

摘要

本研究主要目的在於探討2008年嘉義地區民眾對有線電視運動節目的期望與實際體驗的差距，進而探討不同人口統計變數民眾的期望與知覺的差異比較。本研究受試對象為嘉義地區的民眾，計寄發問卷400份，回收有效問卷313份，並以描述統計、t考驗、單因子變異數分析（ANOVA）及I. P. A分析等統計方法進行分析。本研究發現如下：一、民眾對有線電視運動節目的期望（3.91）低於知覺（4.25），顯示民眾滿意有線電視公司提供運動節目的服務品質。二、男女民眾對有線電視運動節目的滿意度有差異存在。其中除了「價值層面」無差異外，其餘各層面均顯示男性民眾的滿意度高於女性民眾。三、每週不同收視運動節目時間民眾對運動節目的滿意度有差異存在。除了「品質層面」、「休閒層面」與「價值層面」層面無差異外，其中「專業層面」顯示每週收視有線電視運動節目「八小時以上」民眾的滿意度高於「一小時以下」及「二至四小時」民眾的滿意度。四、民眾對有線電視運動節目的期望與實際體驗的滿意度，以I. P. A重要－表現程度分析法，顯示（1）專業層面、（2）品質層面、（3）休閒層面均落於優勢區；（4）價值層面落於機會區。

關鍵字

運動節目 ； 滿意度

並列摘要

The purposes of this study are to investigate and analyze the gape between expectation and performance of people, who watch sport program in cable and lived in the Chiayi in 2008. Furthermore, this study will explore and compare the difference between the expectation and of performance of the people of variant demographic statistics. Subjects of this investigation are people who lived in the Chiayi. A total of 400 questionnaires were sent out and 313 effective questionnaires were collected. Descriptive statistics, one-way ANOVA, t test and I. P. A. analysis are applied to analyzing the collected data. The findings of this study were as the follows: First, The people expectation of the service (3.91) and their actual performance (4.22) reveals that the people are satisfied with the service offered by sport program from cable company. Second, there is difference between male and female people in their satisfaction of sport program from company of the cable. Except for the aspect of value item, which shows no difference between both sexes, all the other aspects reveal that male people have more satisfaction than female people. Third, there is difference in their satisfaction of the quality of service among people who watch sport program in cable in different time. Except for quality, recreation and value item, which show no difference, the professional item reveal among people who watch sport program in cable over 8 hours in every week have more satisfaction than people who watch sport program in cable under 1 hour and 2-4 hours in every week. Fourth, according to the result gained from the Importance-Performance Analysis method. Professional, quality, recreational item are located in the section of superiority, value item is located in the section of opportunity.

並列關鍵字

sport game ； satisfaction