網球迷之職業網球訊息的閱聽動機、傳播行為與社會認知關係之研究

A Study of the Relationships among Social Cognition, Viewing Motivations and Communication Behavior of Tennis Fan

鄧正忠(Jeng-Jong Teng)

《宜蘭技術學報》 9期 (2002/12) Pp. 107-113

https://doi.org/10.6179/nit.2002.09.20

摘要

本研究旨在瞭解網球迷之職業網球訊息的閱讀動機，傳播行為與社會認知之關聯，進而探討其背景變項、閱聽動機及傳播行為對社會認知影響的評估及預測，本研究受試對象為宜蘭縣轄內各網球俱樂部會員及在從事網球運動之球友或球迷，計發出181份問卷，回收有效問卷160份，並以雙因子變異數分析，皮爾遜相關分析及多元迴歸等統計方法進行分析，本研究結果如下所述：一、不同職業的男女網球迷對社會認知影響，無顯著差異。二、不同婚姻與學歷的網球迷對社會認知影響，有顯著差異。三、網球迷之閱聽動機越強烈，對社會認知影響就越高。四、網球迷接觸「人際傳播行為」的頻率越高，對社會認知影響就越高。五、社會認知影響可由「消遣與人際互動的閱聽動機」「激勵與好奇的閱聽動機」「人際傳播行為」等三項來預測。

關鍵字

網球迷 ； 閱聽動機 ； 傳播行為 ； 社會認知

並列摘要

The purpose of this study were to explore the relationships among social cognition, viewing motivations and communication behavior of tennis fan .A total of 181 questionnaires were sent out and 160 effective questionnaires were returned. Two-way ANOVA, factor analysis, pearson produce-moment correlation and multiple regression analysis were used to analyze the collected data .The findings of this study were as the follows: 1. There was no interation of social cognition between career and sex of subjects (p＞.05). 2. There were differences of social cognition between age and marriage of subjects (p＜.05). 3. The social cognition has significant positive correlation with the viewing motivations of the tennis fan. 4. The social cognition has significant positive correlation with interpersonal communication behavior of the tennis fan. 5. ”The social cognition” can be predicted by the viewing motivations of ”entertainment and interpersonal utility”, ”encouragement and curious” and ”the interpersonal communication behavior”.

並列關鍵字

Tennis fan ； Viewing motivations ； Communication behavior ； Social cognition