運動網紅的影片觀賞行為對運動態度與運動行為之影響研究

The Research of Watching Behavior on Sport Attitude and Sport Behavior in Sport Internet Celebrity Video Watching

張堉能(YU-NENG CHANG)

指導教授 ： 楊欽城 ； 柳立偉

朝陽科技大學/管理學院/休閒事業管理系/碩士(2019年)

摘要

本研究旨在探討運動網紅影片觀賞者在觀賞行為對運動態度與運動行為之影響。以運動網紅影片觀賞者為研究對象，採立意抽樣，共計發放320份，扣除無效問卷20份，共計回收300份有效樣本，有效回收率達93.75%。資料分析方法包含描述性統計分析、驗證性因素分析與線性結構方程模式。
調查結果如下：（一）受訪者以在「Facebook」、「Youtube」兩個平台的影片觀賞者為主，其中男性多於女性，年齡部份以23到30歲為主，教育程度以大學為大多數。（二）影片觀賞者會因為不同的背景變項對觀賞行為、運動態度及運動行為有所差異。（三）影片觀賞者之觀賞行為對運動態度有正向顯著影響；影片觀賞者之觀賞行為對運動行為有正向顯著影響；影片觀賞者之運動態度對運動行為有正向顯著影響。
依據研究結果提出以下建議：藉由政府或相關單位來讓運動網紅推行運動活動，邀請運動網紅推廣國民體育日等相關運動政策，例如：國民運動中心免費入場、教育部體育署舉辦體育表演會免費入場觀看等。藉由網路的力量讓民眾了解政府及相關單位在推動的運動企劃，能夠多多使用政府提供的優惠及設備，同時提升民眾運動態度之行為構面，最終達到民眾願意去運動的效果。

關鍵字

觀賞行為 ； 運動態度 ； 運動行為

並列摘要

The purpose of this study was to investigate the effects of viewing behaviors on sports attitudes and motor behaviors. Taking the sports network red film viewer as the research object, Take a sample,A total of 320 copies were issued,20 invalid questionnaires were deducted.A total of 300 valid samples were recovered, The effective recovery rate is 93.75%.Data analysis methods include descriptive statistical analysis,Confirmatory factor analysis and linear structural equation models.
The survey results are as follows: (1) Respondents mainly focused on video viewers on the "Facebook" and "Youtube" platforms.More men than women,The age group is mainly 23 to 30 years old.Education is based on the majority of universities. (2) The film viewers will have different viewing behaviors, sports attitudes and sports behaviors due to different background variables. (3) The viewing behavior of the film viewer has a positive and significant influence on the attitude of the sports; the viewing behavior of the film viewer has a positive and significant influence on the sports behavior; the attitude of the film viewer has a positive and significant influence on the sports behavior.
Based on the research results, the following suggestions are made:Let the sports network red promote sports activities through the government or relevant units.Invite Sports Network Red to promote the National Sports Day and other related sports policies,For example, the National Sports Center is free to enter the stadium, and the Sports Department of the Ministry of Education holds a sports performance for free admission.Through the power of the Internet, people can understand the sports plans promoted by the government and related units.Can use more government-provided offers and equipment.At the same time, to improve the behavioral structure of the people’s sports attitudes,In the end, the effect of the people's willingness to exercise is achieved.

並列關鍵字

Watching Behavior ； Sport Attitude ； Sport Behavior

參考文獻

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中文部分

KingNet國家網路醫藥（2017）。常保健康就要運動！養成規律運動的4項秘訣。取自https://www.kingnet.com.tw/knNew/news/single-article.html?newId=42731