運動網站上網行為之研究

The Study of Online Behavior of Sport Websites

呂謙(Chien Lu) ； 許成源(Chen-Yuan Hsu)

《大專體育學術專刊》 91年度 (下) (2002/05) Pp. 50-63

https://doi.org/10.6695/AUES.200205_91.0057

摘要

本研究為台灣地區運動網站經營管理之後續研究，探討大學院校學生上運動網站之次數、時數及購物，瞭解上運動網站之實際情況及未來流行發展趨勢，採用等機率分層抽樣法針對5所大學院校600位學生抽樣，最大抽樣誤差估計值為± 4.03%。使用次數、百分比、平均數、標準差、因素分析表達結果，二因子多變量（two-way MANOVA）分析性別與年級在「上運動網站目的」、「上運動網站購物原因」與「不上運動網站購物原因」因素是否具顯著作用，α被定數值為0.05進行統計考驗，結果顯示：一、大學院校學生每週上運動網站2次，最常在自己家中20:01-24:00的時段，平均上網30分鐘以下。二、上運動網站的目的依題項平均數最佳是觀看運動新聞、查閱運動相關資料、查詢運動資訊新知、流行趨勢所在與課程作業需要。三、上運動網站購物原因依題項平均數最佳是具特殊性、便利、特惠價供應與一般商店不易買到，不上運動網站購物原因依題項平均數最佳是看不到實體、怕受騙上當、無從比較品質與無法試用。四、運動網站的發展依題項平均數最佳是加快網頁更新、加快查詢資料速度、加快網站連接速度與增加運動賽會票務系統服務。五、性別與年級在「上運動網站目的」因素之多變量顯著性考驗未達顯著水準，性別與年級在「上運動網站購物原因」與「不上運動網站購物原因」因素之多變量顯著性考驗皆達顯著水準。

關鍵字

運動網站 ； 上網行為

並列摘要

The purpose of this study was to comprehend how many times and hours did college students spend in sports related websites shopping, and analyzed the current realistic operation situation for sports related websites and their future developing trends. Stratified sampling was used among 600 students from 5 universities, and the sampling error was±4.03%.The results were presented with frequency, percentage, mean, standard deviation, and factor analysis, two-way MANOVA was operated to realize if sexual type and grade have significant interaction among ”the purpose of browsing sports websites”, ”the reason for shopping on sports websites” and ”the reason for not shopping on sports websites”, α=0.05. The findings indicated that:1.Colleges students usually went sports websites twice a week, frequently during 20:01-24:00. Average time spending online was under 30 minutes.2.The purpose of browsing sports websites items shown in mean from the top rank were ”reading sports news”, ”looking up sports related information”, ”searching for new technology in sports”, ”current popular stuff' and “ needs for term paper”.3 .The reasons for shopping on sports websites items shown in mean from the top rank were ”special”, ”convenience”, ”special offer”, and ”not available in regular stores”, the reasons for not shopping on sports websites items were ”can not see the object”, ”afraid to be cheated”, ”unable to compare its quality”, and ”can not try it”.4.Items about the development of sports websites were ”escalate website update”, ”make the searching speed faster”, ”make website connection quicker”, and ”add ticketing service for sports events”.5.There was no significant interaction when two-way MANOVA analyzed gender and grade differences of the factors of “the purpose of browsing on sports websites”. However, there were significant interactions applying two-way MANOVA analyzed gender and grade differences of the factors of between ”the reasons for shopping on sports websites” and ”the reasons for not shopping on sports websites”.

並列關鍵字

sports website ； online behavior