摘要
本研究採用深入訪談的方法，補足之前量化研究的不足，目的是提供更豐富的解釋，歸納整理觀賞運動活動可能帶來的價值。訪問18位21-51歲有運動觀賞經驗的受訪者對觀賞運動的感受。經內容分析，發現透過觀賞運動可以實現四大類型的價值：娛樂價值、自尊價值、工具性價值、目的價值（end-experience）。娛樂價值包括享受生活歡樂、興奮感和刺激的生活。自尊價值分成個人自尊價值和集體自尊價值。自我實現屬於個人自尊，團隊認同、歸屬感和國家情感則先透過正向集體自尊體驗，再貢獻到個人整體自尊的提升。工具性價值指將觀賞運動當成工具，達成其他的目的價值，例如：提供和家人在一起的機會，或拿運動話題培養好的人際關係。相對於工具性價值，目的體驗價值指出觀賞運動活動本身變成一種目的，成為生活的習慣、儀式、寄託和慰藉。另有三點發現和過去研究不同：在集體主義社會中，觀賞運動雖具有滿足社會需求的工具性價值，但不易成為一般人滿足此需求的主要平台。雖然有受訪者提到知識和道德在觀賞運動中的價值，但次數並不高，難有主動性吸引觀眾的拉力價值。觀賞運動中美的價值，可能只是技巧的展現，可以貢獻到觀賞娛樂的價值；或者，美是流暢體驗的展現，貢獻到替代性成就感或自我實現的價值。
並列摘要
Taking the limitation of a previous quantitative study into account, this study utilized in-depth interviews to collect data and attempted to explore values associated with watching sports. The 18 participants were between 21 and 51 years old with experiences in watching sports. The content analysis found that values associated with watching sports might be classified into four types: entertainment, self-esteem, instrumental value, and the end-experience value. The entertainment value type included fun and enjoyment in life, excitement and an exciting life. The value of self-esteem can be divided into individual and collective self-esteem. The individual self-esteem included self-fulfillment; the collective self-esteem included group identification, sense of belonging, and patriotism. The positive experiences in collective self-esteem might contribute to the enhancement of the global self-esteem. Instrumental value referred to use the spectator sport as a means to, for example, have the opportunity to get together with family, or take the sport talk to cultivate good relationships with friends. Compared to the instrumental value, the end-experience value referred to view the experience in watching sports as an end-experience. That is, watching sports became daily habits, ritual, and the comfort of daily lives. Further, the study indicated three points of views that might be different from those in previous studies. First, in the collectivist society, spectator sport can be one of tools for residents to meet the social needs but might not be a major source to satisfy the need. Second, although the respondents mentioned the knowledge and moral values associated with watching sports, the mentioned frequencies were not high. These two values would be hard to become initiative motives pulling the audience to watch sports. Third, the aesthetic value in spectator sports might be a demonstration of sport skills and be able to entertain; or the aesthetic demonstration could stir a feeling of flow experiences and cause vicarious achievement or self-fulfillment.
延伸閱讀
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