廣告對球賽收視意願影響之研究－以大學生收看超級籃球聯賽電視為例

A Study on the Effectiveness of Television Commercial of Super Basketball League among University Students

唐孟協(Meng-Heish Tang)；陳挺豪(Ting-Hao Chen)

超級籃球聯賽 ； 電視廣告 ； 收視意願 ； Super Basketball League (SBL) ； TV Commercial ； intentions of watching

運動健康休閒學報

5期（2014 / 06 / 01）

154 - 162

繁體中文

本研究目的在探討超級籃球聯賽電視廣告對於大學生收看超級籃球聯賽電視轉播之間的影響。研究對象為桃園地區大學生共300位，並利用自編之「超級籃球聯賽電視廣告對球迷收視意願調查問卷」為研究工具進行調查，根據本研究問卷調查所得到的資料，經描述性統計、t考驗、單因子變異數分析、雪費事後比較等統計方法進行資料分析，得到以下結果：一、受訪者有四成六的受訪者知道此超級籃球聯賽電視廣告是偶像李威代言。整體的廣告溝通效果為2.98、廣告效果為2.83，反應普通。二、不同支持球隊、有無觀賞過球賽、不同每週平均從事籃球運動時數、有無參加籃球社團對廣告認知、廣告態度與收視意願有顯著差異存在。三、廣告認知、廣告態度、收視意願、涉入程度之間有顯著相關。四、提高涉入程度與廣告認知可增加受訪者對超級籃球聯賽電視轉播的收視意願。研究結論顯示：一、ESPN體育台的超級籃球聯賽電視廣告對受訪者之收視意願有影響。二、高涉入程度與高廣告認知受訪者在收視超級籃球聯賽電視廣告有較高的收視意願。

The purpose of this study mainly focused on the effect of TV advertisement of Super Basketball League (hereafter as SBL) among the university students. The research objects were 300 undergraduates at Tao-yuan County; the research methods were based on the questionnaire designed by the effect of SBL advertisements to the intentions of watching. By being Analyzed with several statistics technique methods such as Descriptive Statistic, T-Test, One-way ANOVA, Post-hoc Scheffe etc., it was mentioned three points: First of all, most of the survey know Wei Li as the spokesperson of SBL advertisements. The Mean on the communication was 2.98 and on the advertisement were 2.83. Secondly, there were apparently differences between survey candidates with different supporting and different weekly expenditures on playing basketball. Whether basketball games Live watching experiences effects the conclusion was considered, also how to recognize the advertisements, what the attitudes to the advertisements were and how the intension of watching the advertisements was. Thirdly, recognitions, attitudes, intensions and involving in the advertisements were entwined with each other. Fourth, higher involving and higher recognitions to the advertisements would get higher intension of watching SBL. The conclusions were: First, TV advertisements of SBL on ESPN enforced the intension of watching. Secondly, higher influence and recognitions of TV advertisements got higher intension of watching SBL.