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

10.6169/NCYUJPEHR.202206_21(1).06

張智涵(Chih-han Chang)；陳裕霖(Yu-lin Chen)

東京奧運會 ； 社群媒體 ； 網路使用行為 ； Tokyo Olympics ； social media ； internet usage

嘉大體育健康休閒期刊

21卷1期（2022 / 06 / 30）

66 - 81

繁體中文

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。

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.

1. 江義平, I. P.,蔡坤宏, K. H.,翁蕊, R.,吳依柔, Y. J.(2018)。探索社群媒體行銷之品牌及社群效益：以知名品牌為例。行銷評論，15(4)，417-461。
   連結：
2. 林永森, Y. S.(2016)。遊憩涉入與遊憩專門化關係之研究—兼論社會支持調節效果。戶外遊憩研究，29(3)，43-75。
   連結：
3. 陳儒晰, R. S.(2015)。幼教人員網路社群合作對教學認知實用的影響：網路社會連結的干擾效果。教育科學研究期刊，60(3)，1-26。
   連結：
4. 鍾才元, T. Y.,陳伊菱, T. Y.(2016)。教師線上社群之成員組成特性與社群內提供及接受社會支持之相關因素：一個教師臉書社團之調查發現。教育傳播與科技研究，113，63-88。
   連結：
5. 鍾政偉, C. W,蔣宇婷, Y. T.(2020)。以計畫行為理論探討社群媒體搜尋行為之研究－兼論社群媒體之差異比較。數據分析，15(4)，69-101。
   連結：
6. Appel, G.,Grewal, L.,Hadi, R.,Stephen, A. T.(2020).The future of social media in marketing.Journal of The Academy of Marketing Science,48(1),79-95.
7. Appel, L.,Dadlani, P.,Dwyer, M.,Hampton, K.,Kitzie, V.,Matni, Z. A.,Teodoro, R.(2014).Testing the validity of social capital measures in the study of information and communication technologies.Information, Communication & Society,17(4),398-416.
8. Curtis, L.,Edwards, C.,Fraser, K. L.,Gudelsky, S.,Holmquist, J,Thornton, K.,Sweetser, K. D.(2010).Adoption of social media for public relations by nonprofit organizations.Public Relations Review,36(1),90-92.
9. Data Reportal (2021). Digital 2021: Taiwan. Form: https://datareportal.com/reports/digital-2021-taiwan
10. Ellahi, A.,Bokhari, R. H.(2013).Key quality factors affecting users' perception of social networking websites.Journal of Retailing and Consumer Services,20,120-129.
11. Felix, R.,Rauschnabel, P. A.,Hinsch, C.(2017).Elements of strategic social media marketing: A holistic framework.Journal of Business Research,70,118-126.
12. Filo, K.,Lock, D.,Karg, A.(2015).Sport and social media research: A review.Sport Management Review,18(2),166-181.
13. Gottlieb, B. H.,Bergen, A. E.(2010).Social support concepts and measures.Journal of Psychosomatic Research,69(5),511-520.
14. Hrastinski, S.,Aghaee, N. M.(2012).How are campus students using social media to support their studies? An explorative interview study.Education and Information Technologies,17(4),451-464.
15. Iwasaki, Y.,Mannell, R. C.(2000).Hierarchical dimensions of leisure stress coping.Leisure Sciences,22(3),163-181.
16. Khan, G. F.,Swar, B.,Lee, S. K.(2014).Social media risks and benefits: A public sector perspective.Social Science Computer Review,32(5),606-627.
17. Khan, M. L.(2017).Social media engagement: What motivates user participation and consumption on YouTube?.Computers in Human Behavior,66,236-247.
18. Kietzmann, J. H.,Hermkens, K.,McCarthy, I. P.,Silvestre, B. S.(2011).Social media? Get serious! Understanding the functional building blocks of social media.Business Horizons,54(3),241-251.
19. Kim, S.,Stoel, L.(2004).Apparel retailers: website quality dimensions and satisfaction.Journal of Retailing and Consumer Services,11(2),109-117.
20. Kim, W. G.,Lim, H.,Brymer, R. A.(2015).The effectiveness of managing social media on hotel performance.International Journal of Hospitality Management,44,165-171.
21. KOL Radar (2020)。2020 年最具影響力的台灣百大網紅榜單。iKala。取自https://www.kolradar.com/billboard/2020-tw-top100-kol [ KOL Radar (2020). The most influential top 100 websites in Taiwan in 2020. iKala. Form: https://www.kolradar.com/billboard/2020-tw-top100-kol]
22. Laroche, M.,Habibi, M. R.,Richard, M. O.(2013).To be or not to be in social media: How brand loyalty is affected by social media?.International Journal of Information Management,33(1),76-82.
23. Oh, S.,Syn, S. Y.(2015).Motivations for sharing information and social support in social media: A comparative analysis of Facebook, Twitter, Delicious, YouTube, and Flickr.Journal of The Association for Information Science and Technology,66(10),2045-2060.
24. Raïes, K.,Gavard-Perret, M. L.(2011).Brand loyalty intention among members of a virtual brand community: The dual role of commitment.Recherche et Applications en Marketing (English Edition),26(3),23-41.
25. Reis, H. T.,Sprecher, S.(2009).Encyclopedia of human relationships.Sage Publications.
26. Romaniuk, J.(2012).The Various Words of Mouth: Moving Beyond the “Road-to-Damascus” Conversion.Journal of Advertising Research,52(1),12-14.
27. Schivinski, B.,Dabrowski, D.(2016).The effect of social media communication on consumer perceptions of brands.Journal of Marketing Communications,22(2),189-214.
28. Uhls, Y. T.,Ellison, N. B.,Subrahmanyam, K.(2017).Benefits and costs of social media in adolescence.Pediatrics,140(2),67-70.
29. Yahia, I. B.,Al-Neama, N.,Kerbache, L.(2018).Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage.Journal of Retailing and Consumer Services,41,11-19.
30. Zhang, M.,Luo, N.(2016).Understanding relationship benefits from harmonious brand community on social media.Internet Research,26(4),809-826.
31. 江義平, I. P.,杜守恩, S. E.,楊婉伶, W. L.(2020)。創新特質、社群網站特性、品牌社群參與行為與社群意識及權益之關聯研究。創新與管理，16(1)，43-90。
32. 林步昇（譯）, B. S. (Trans.),Kotler, Philip,Kartajaya, Hermawan,Setiawan, Iwan(2021).行銷 5.0：科技與人生完美融合時代的全方位戰略.臺北市=Taipei:天下雜誌=CommonWealth Magazine.
33. 桑郁婷, Y. T.,王又鵬, Y. P.,李潤楠, R. N.(2020)。社群媒體特性對購買意圖影響效果之研究－以品牌認同為中介變數。屏東大學學報，3，53-88。
34. 黃淑玲 (2021)。日本硬辦奧運代價虧損 200 億美元。經濟日報。取自https://udn.com/tokyo2020/story/122215/5618281 [Huang, S. L. (2021). Japan's hard-to-host Olympics loses 20 billion U.S. dollars. Economy Daily News. Form: https://udn.com/tokyo2020/story/122215/5618281 ]
35. 詹壬菡, R. H.,方彩欣, T. S.(2012)。論網路虛擬社群中的從眾行為現象。設計研究學報，5，153-167。
36. 臺灣網路資訊中心 (2019)。2019 臺灣網路報告。取自https://report.twnic.tw/2019/assets/download/TWNIC_TaiwanInternetReport_2019_CH.pdf [ Taiwan Network Information Center (2019). 2019 Taiwan Internet Report. Form: https://report.twnic.tw/2019/assets/download/TWNIC_TaiwanInternetReport_2019_CH.pdf]
37. 臺灣網路資訊中心 (2020)。2020 臺灣網路報告。取自https://report.twnic.tw/2020/assets/download/TWNIC_TaiwanInternetReport_2020_CH.pdf [ Taiwan Network Information Center (2020). 2020 Taiwan Internet Report. Form: https://report.twnic.tw/2020/assets/download/TWNIC_TaiwanInternetReport_2020_CH.pdf]