「觀賞運動活動」吸引觀眾的屬性分析

A Study of Investigating Attributes Attracting the Audience in the Activity of Watching Sports

高立學(Li-Shiue Gau)

《休閒事業研究》 9卷2期 (2011/06) Pp. 39-56

https://doi.org/10.6746/LIR.201106_9(2).0003

摘要

研究目的為調查「觀賞運動活動」的主要屬性。研究方法包括探索性和驗證性階段，探索性研究採用訪談、焦點團體、運動新聞內容分析得20個主要屬性。驗證性研究使用包含這20個屬性的問卷，調查242位受訪者在觀賞運動時，對每一個屬性的重視程度，結果顯示最受重視的屬性為「國際級比賽」、「精彩程度」、「競爭程度」。另外，42位受訪者繼續根據這20個屬性，各選1-2篇運動新聞，進行結構式內容分析，得770次編碼，編碼次數最高的為「明星球員」、「成績紀錄」。比較問卷和新聞內容分析結果發現「明星球員」、「成績紀錄」受媒體青睞的程度高於問卷受訪者觀賞運動時重視的程度，而「國際級比賽」是吸引問卷受訪者觀賞運動的重要屬性，但並未經常成為媒體報導的題材。

關鍵字

觀賞運動 ； 屬性 ； 內容分析 ； 運動新聞

並列摘要

The main purpose of the current study is to investigate the major attributes of spectator sports. The research combines exploratory and confirmatory studies. The exploratory stage included interviews, focus groups and content analysis of sports news articles to identify 20 attributes. Then, in the confirmatory stage, a questionnaire was utilized with the 20 attribute measures; 242 participants were recruited. The results of questionnaires showed that the most emphasized attributes of spectator sports were ”international games,” ”intensity of the games,” and ”a level of competitiveness.” In addition, using the 20 attributes as a set of codes, 42 participants content-analyzed 1-2 sports news articles and generated 770 codes in total. The frequency analyses showed that the most frequently coded attributes were ”star players” and ”performance records.” A comparison of the two results suggested that ”star players” and ”performance records” were two attributes of spectator sports more emphasized by sports news articles than by spectators. By contrast, ”international games” were an attribute emphasized by spectators, but might not be often held to be a topic of sports news.

並列關鍵字

Spectator sport ； attribute ； content analysis ； sports news