中時電子報運動新聞閱聽眾背景探討

本研究主要目的是在瞭解國內網路運動新聞閱聽眾（使用者）背景變項的特徵及分布情形，並分析網路運動新聞整體青睞度和使用者背景變項的變化。透過網路問卷調查法和以「中時電子報使用者點選行為的資訊蒐集」為研究工具，共取得有效問卷共3266份，經過統計分析與討論，結果發現：一、網路運動新聞點選時段主要分布在9-16時和晚間，女性點閱者增加了佔29.3%。主要年齡層也改變，不再是20歲以下為主，而是21-30歲為最多，其次是31-40歲共佔72.4%。主要客源仍為學生，但工、商業和公務人逐漸增加中。在點閱者居住區域以北區明顯居多達63.2%，中區和南區分布接近。住東區和外島顯現出極少數只佔3.1%。二、不同背景變項之閱聽眾對網路運動新聞的點選時段除了性別之外，其皆有明顯差異存在。

關鍵字

網路運動新聞；點選時段；點選行為

並列摘要

The purpose of this study is to understand the demographic background of domestic viewers (users) of internet sports news and to analyze the correlation between overall interest and the viewers' backgrounds. Through an internet survey and data mining of users' access behavior of news.chinatimes.com, 3266 valid questionnaires were collected. After statistical analysis and discussion, we found that: (I) Internet sports news was mainly accessed from 9:00am to 4:00pm and in the evening. The number of female viewers increased to 29.3%. The largest group of viewers changed from viewers under 20 to viewers between the ages of 21 and 30. The second largest number of viewers were between the ages of 31 and 40. The two groups combined made up 72.4% of the total number of viewers. Students were still the main viewers, but the number of viewers from industry, business, and public sectors was increasing. 63.2% of viewers lived in northern Taiwan, and the number of viewers living in central Taiwan and southern Taiwan were about equal. Eastern Taiwan residents and citizens living outside of the main island of Taiwan only made up 3.1% of the total number of viewers. (II) Each demographic background variable, except gender, showed a clear variance in access hours.