媒介使用與媒介依賴對運動博弈資訊可信度的影響－電視、報紙、網路的比較

The Influence of Media Use and Media Dependency on Sports Lottery information on Their Credibility-the Comparison of Television, newspapers and Internet

王皓昀(Hou-Yen Wang)

《運動傳播學刊》 3期 (2010/08) Pp. 70-90

https://doi.org/10.29595/ZHWHGX.201008.0006

摘要

本研究旨在探討閱聽眾對於電視、報紙、網路三種媒介中運動博奕資訊的媒介使用與依賴情形，對於其可信度評估的影響與比較。同時，藉由比較受試者對不同媒介的「相對可信度」與「絕對可信度」，提供後續研究者以及運動博奕資訊產製者相關的參考與建議。
本研究採取網路問卷調查進行資料蒐集，共回收267份樣本，得到研究結果如下：
一、在三種媒介當中，網路運動博奕資訊所獲得的「相對可信度」最高，其次分別為電視與報紙，顯示受試者最相信網路媒介中的運動博奕資訊。而在「絕對可信度」的比較上，排名依舊為網路、電視、報紙，但三者間的距離明顯縮小。
二、在消息來源可信度的部分，專業球評在電視與報紙等傳統媒介中獲得較高的可信度，而網路媒介中獲得較高可信度的則為球迷與知名部落客。
三、在人口變項中，僅有性別與教育程度能部份預測媒介中運動博奕資訊的可信度。
四、在三種媒介中，閱聽眾的媒介依賴皆比媒介使用更能顯著預測運動博弈內容的可信度。

關鍵字

運動博奕資訊 ； 可信度 ； 媒介使用 ； 媒介依賴

並列摘要

The purposes of this study were to investigate the influence of audiences' media use and dependency on sports lottery information on the information credibility, making the comparison of television, newspaper and Internet. Meanwhile, by examining the ”relative credibility” as well as the ”absolute credibility” among the three media, the study aim to provide some suggestion for the researchers and the information producers in the future.
The study collected data by conducting a Internet survey with the questionnaire, obtaining 267 samples in total. The conclusions of the study were as follows:
1. Among the three media, sports lottery information on the Internet got the highest ranking in its relative credibility, following ones are that on television and newspapers. However, in terms of the absolute credibility, the distances of the three were closer despite of the fact that the ranking was the same.
2. As for the source credibility, the professional sports commentaries obtained the higher credibility in the traditional media including television and newspaper, while the normal fans and famous bloggers gained the higher credibility on the Internet.
3. Among the demographic variables, only genders and educational levels could partly predict the credibility of sports lottery information in media.
4. In all the three cases, the media dependency variable were the better predictors of the credibility than the media use ones, which supports the hypothesis of this study.

並列關鍵字

Sports lottery information ； credibility ； media use ； media dependency