私立大學學生使用電視媒介觀賞運動競賽節目之研究

A Study of the Motive and Behavior for Watching Sports Programs within University Students in Taipei City-Taking the 34th World Baseball Cup for Example

周靈山(Ling-Shang Chou) ； 吳崇旗(Chung-Chi Wu) ； 彭懷恩(Hwai-En Peng)

《大專體育學術專刊》 91年度 (下) (2002/05) Pp. 86-97

https://doi.org/10.6695/AUES.200205_91.0060

摘要

本研究嘗試從大眾傳播研究領域中「閱聽人研究」的角度，來瞭解大學生觀賞電視轉播第34屆世界盃棒球錦標賽節目的閱聽動機及媒介使用行為情形等做一探討。本研究採用問卷調查法，共收集有效問卷487份（97%），相關之統計方法為次數分配、百分比、單因子變異等分析結果發現：一、大學生使用電視媒介觀賞世棒賽的人口特性為；男性261名（53.6 %），女性226名（46.4%）；各年級大學生中以二年級學生最多235名（48.3%）；家庭收入情形以中等收入居多，共321名（65.9%）。二、大學生使用電視媒介觀賞世棒賽的動機；經因素分析，並依題項平均數最佳是「認同動機」，其次為「獲得資訊動機」、「打發時間動機」及「消遣動機」。三、在媒介使用動機上「重度觀賞學生」、「中度觀賞學生」與「輕度觀賞學生」，三者都有所差異，經事後考驗得知，在三個動機因素上，「重度觀賞學生」的動機最高，「輕度觀賞學生」動機最低。四、媒介使用行為上；不同性別大學生觀賞中華隊出賽頻次與觀賞世棒賽頻次問並無顯著差異（皆以1-2場最多）；另外，平時觀賞運動新聞時間（10分鐘以下最多）與觀賞世棒賽新聞時間（11-20分鐘居多）有顯著增加。五、在使用電視媒介觀賞世棒賽的評價情形；男女之間並無顯著差異。

關鍵字

閱聽人 ； 大學生 ； 運動競賽節目 ； 觀賞動機 ； 觀賞行為 ； 第三十四屆世界盃棒球錦標賽

並列摘要

In order to realize the spectator's motive and media-use behavior, this research took the dimension of ”Audience Research” to analyze the university students who use the media to watch the 34th World 8aseball Cup games. This research took the questionnaire-survey approach to collect totally 487 valid data. The related statistical methods were frequency analysis, percentage, and one-way ANOVA. The consequence showed that:1.The personal characteristics of the university students who watch the World Baseball Cup games were as following:(1)Male students were 261 (53.6%) while female ones were 226(46.4%) in total.(2)The 235 sophomore students (48.3%) were the most in amount.(3)Most of the students 321(65.9%) were from the medium-income families.2.The spectator-motive of the university students for watching World Baseball Cup games were in the order of: ”Identity”, ”Information-accessing”, ”Time-killing”, and ”pastime”.3.There were much differences between ”highly-involved students”, ”moderately-involved students”, and ”low-involved students” on the motive of media-use. The ”highly-involved students” had the highest motive while the ”low-involved students” had the lowest one according to the post-hoc test between these three factors of motive.4.As for the behavior of media-use, there was no difference between students of different gender when watching the game with or without Chinese Taipei team. Moreover, the time that students spent during the World Baseball Cup games (11-20 minutes) obviously increased in compare to the ordinary time. (10 minutes)5.There was no difference between gender on the valuation of watching World Baseball Cup games on TV.

並列關鍵字

audience ； university students ； sports event ； audience motive ； audience behavior ； The 34th World Baseball Cup