臺灣大學對體育電視臺的觀看動機與滿意度研究－緯來電視臺為例

The Research of Watching Sports Television's Motivation and It's Satisfaction's Level of Taiwanese Students-Take VideoLand TV Station for Example

謝宗霖(Tsung-Ling Hsieh)；劉惠國(Hui-Kuo Liu)；李星瑤(Xing-Yao Li)

觀看動機 ； 滿意度 ； 電視媒體 ； watching motivation ； satisfaction level ； TV media

運動健康休閒學報

6期（2015 / 04 / 01）

241 - 251

繁體中文

本研究的主要目的在於，通過提高大學生對體育電視媒體的關注度與滿意度來加強其對體育運動的喜愛，從而達到增強體質，獲得體育知識，推動全民體育的發展。因為大學生在整個社會中是承上啟下的中堅力量，而電視媒體又是大學生獲得體育信息最頻繁的途徑，所以本研究選取臺灣真理大學部分學生，共發放490份問卷，收回有效問卷480份，采用平均數分析、次數分配、t鑒定（獨立樣本分析）、單因子變異數分析、因素分析、相關性分析、回歸分析等方法，從觀看動機—資料與知識、自我認同、休閑娛樂、人際認同四個維度，滿意度—「主播播報的風格與獨特性」、「主播播報的過程與流暢性」、「主播、記者播報的技巧及專業性」進行分析。得出五點給體育電視媒體在節目制作和構劃過程中的建議與意見，希望以此給相關媒體啟發，提高節目綜合質量。

The purpose of this research was to enhance students' favoritism of sport's activities by increasing the degree of concernment and of satisfaction, so we could reach the goals of strengthening students' physique, gaining sports' knowledge, and pushing the development of all people physical education. University students were the main force to take this responsibility from their former generation and past it to the next. And TV media was the most reachable path for students to gain sports information. Therefore, this research chose part of Aletheia University students for 490 questionnaires, and from that, returning 480 valid questionnaires. This research used the methods including Mean Analysis, Frequency Distribution, t-test (independent analysis), Single Factor of Analysis of Variance, Factor Analysis, Correlation Analysis, Regression Analysis. In watching motivations-it analyzed four dimensions of information and knowledge, self-acceptance, recreation, and relationship acceptance. In satisfaction-it analyzed ＂Anchorman's style and uniqueness＂, ＂Anchorman's smooth reporting and process＂ and ＂Anchorman's and reporter's reporting skill and expertise＂. The results had five recommendations for Sports TV media to use in their program production and the process of constructing programs. Hoping by inspiring related media, it could elevate synthetic quality of its sports programs.