奧林匹克運動賽會觀賞者網路社群媒體網站特性、社群支持與社群效益之關係

The relationship between website characteristics, community support and community benefits of online social media for Olympic Games spectators

張智涵(Chih-han Chang) ； 陳裕霖(Yu-lin Chen)

《嘉大體育健康休閒期刊》 21卷1期 (2022/06) Pp. 66-81

https://doi.org/10.6169/NCYUJPEHR.202206_21(1).06

摘要

緒論：COVID-19態勢影響下，造成東京奧林匹克運動會舉辦日程的延辦與人流限制，疫情的擴散緊繫了民眾對社群媒體使用的依賴，進而形成網路社群效應。本研究以東京奧運會瞭解民眾經由社群媒體特性對社群支持與社群效益影響性來瞭解三者的相關與預測力。方法：本研究採立意抽樣，以觀看本次東京奧運相關資訊的民眾進行電子問卷發放，有效問卷回收率為95.5%。所搜集資料以SPSS套裝軟體進行描述性統計、皮爾森積差相關與多元逐步迴歸分析，並以LISREL套裝軟體進行驗證性因素分析。結果：研究結果發現社群媒體特性、社群支持與社群效益間具有相關性（r = .34～.82）。社群媒體特性與社群支持對社群效益上共有自尊支持、互動性、情感支持、相似性、資訊支持、互惠性、實質支持，七個預測變項與社群效益說明解釋變異量達80.7%。結論：社群媒體網站的特性能有效提升民眾使用社群效益，社群支持也有助於提升民眾於社群中之預期心理，因此社群媒體經營管理者應設法提升民眾使用社群媒體的效益感知。

關鍵字

東京奧運會 ； 社群媒體 ； 網路使用行為

並列摘要

Introduction: Under the influence of COVID -19 situation, the schedule of the Tokyo Olympic Games was postponed and the flow of people was limited. The spread of the epidemic closely tied the people's dependence on the use of social media, thus forming an online community effect. This study is based on the impact of the Tokyo Olympic Games on community support and community benefits through the characteristics of social media to understand the correlation and prediction of the three. Methods: This study adopts purposive sampling to distribute the electronic questionnaire to the people who watch the relevant information of the Tokyo Olympic Games. The effective questionnaire recovery rate is 95.5%. The collected data were analyzed by descriptive statistics, Pearson correlation coefficient and multiple stepwise regression analysis with SPSS, and confirmatory factor analysis were carried out with LISREL. Results: the results showed that there was a correlation between social media characteristics, community support and community benefits (r =. 34 ~. 82). Social media characteristics and social support have common self-esteem support, interactivity, emotional support, similarity, information support, reciprocity and substantive support on community benefits. The explanatory variation of seven predictive variables and community benefits is 80.7%. Conclusion: the characteristics of social media websites can effectively improve people's benefit of using social media, and community support can also help to improve people's expected psychology in the community. Therefore, social media managers should try to improve people's benefit perception of using social media.

並列關鍵字

Tokyo Olympics ； social media ； internet usage

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