體育賽事網路直播的主播形象及如何影響球迷社會臨場感與觀賞動機－以Lamigo TV為例

近年網路直播蓬勃發展，各類型的網路直播平台陸續發跡，造成閱聽人收視管道多元，提供閱聽人多元內容及服務，也為傳播領域帶來新的課題。過去文獻曾探討傳統電視新聞主播的主播形象，傳播媒介的社會臨場感及使用動機，如今網路直播也有屬於自身的主播或直播主，網路直播的主播形象為何？主播形象又如何影響閱聽人的社會臨場感及使用動機？本研究以Lamigo TV為研究案例，探討體育賽事網路直播的主播形象及如何影響球迷社會臨場感與觀賞動機。透過參與觀察3場由Lamigo TV網路直播的中華職棒賽事以及深度訪談12位曾經觀看過Lamigo TV的球迷。經過資料分析，發現Lamigo TV主播的主播形象包含：「娛樂、隨性、熱鬧的風格態度」、「不穩定的專業能力」、「立場鮮明的播報技巧」以及「多元互動性」，其中「娛樂的風格態度」、「立場鮮明的播報技巧」以及「多元互動性」可能正向影響球迷社會臨場感；「娛樂風格」、「多元互動性」可能正向影響球迷觀賞動機；「隨性、熱鬧風格」可能負向影響球迷觀賞動機；「立場鮮明的播報技巧」可能正向影響Lamigo球迷觀賞動機／可能負向影響非Lamigo球迷觀賞動機。另外，本研究發現Lamigo TV主播形象多元且定位不明確；影響球迷社會臨場感的部分，符合Short, et al.（1976），若媒介傳播的通道、編碼越多，社會臨場感則越高；影響球迷觀賞動機的部分，除了符合王嵩音（2007）工具性、娛樂性、社會性動機之外，發現Sherif & Cantril（1947）所提出的涉入也會影響球迷觀賞動機，綜觀而言，符合高立學（2008）所提出的四項運動觀賞動機，包含：娛樂、社會、自尊及知識動機。

關鍵字

網路直播；主播形象；球迷文化；社會臨場感；觀賞動機；使用與滿足

並列摘要

In recent years, vigorous development of livestreaming and various types of livestreaming platforms have taken off one after another, resulting in diversified audience viewing channels and diversified content and services for audience, as well as bringing new topics to the field of dissemination. The the past literature has discussed the traditional TV news anchor image, social presence and motivation, and now livestreaming platforms have their own livestreaming anchor. What is anchor image of livestreaming? What is its Influence on the social presence and motivation of audience? This study takes Lamigo TV as a case to discuss the anchor image of sports events livestreaming and its influence on social presence and motivation of fans. Through participant observation watch of 3 game livestreaming by Lamigo TV in CPBL and in-depth interview of 12 fans who have watched Lamigo TV. After the analysis of data, we found that the anchor image of Lamigo TV anchor includes entertaining, casual, lively style, unstable professional ability, tendentious broadcast techniques and multiple interactiveness. Among them entertaining style, tendentious broadcast techniques and multiple interactiveness may produce influence on the social presence of fans. Entertaining style and multiple interactiveness may produce influence on the motivation of fans. Casual, lively Style may have a negative influence on the motivation of fans. Tendentious broadcast techniques may produce influence on the motivation of Lamigo fans and may negatively influence on the motivation.of non-Lamigo fans. In addition, this study found that Lamigo TV anchors have diverse images and not clearly defined.Social presence influence of fans is in line with Short, et al. (1976),by stating that if the channels and codes of media transmission, the more the level of social presence. The influemce of motivation of fans is not only in line with instrumental, entertaining and social motives of what Wang Songyin (2007) illustrated, but also in line with the involvement of what Sherif & Cantril (1947) statements on fans’s motivation. In conclusion, four sports motivations proposed by Gao Li Xue (2008), e.g. entertainment, social, self-esteem and knowledge motivation, are in accordance with the analytical structure adopted in this thesis.