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題名 | 臺灣中部大學生對運動網站觀看動機與考量因素之研究=Factors that Motivate University Students in the Mid-Taiwan Region in the Viewing of Sports Websites |
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作者姓名(中文) | 紀璟琳; | 書刊名 | 弘光人文社會學報 |
卷期 | 11 2009.11[民98.11] |
頁次 | 頁161-186 |
分類號 | 528.9014 |
關鍵詞 | 運動網站; 觀看動機; 網路行銷; Sports websites; Motives to viewing; Internet marketing; |
語文 | 中文(Chinese) |
中文摘要 | 本研究之主要目的,在於分析台灣中部大學生對於運動網站的觀看動機和考量的情形,問卷總共發出400份,得到有效問卷312份。運動網站觀看動機的問卷資料以SPSS 12.0版統計套裝軟體進行統計分析,經分析後得到以下結論: 一、問卷對象中以男性學生較多,有178人。年級方面,大學二年級的人數最多,有124人。每日上網時間以1 ~ 3小時人數最多,有198人。每天平均運動時間未滿1小時的人數最多,人數有124人。 二、研究之結果指出,問卷對象中曾經觀看過運動網站的人數有162人,佔有效問卷的51.9%,不曾觀看過運動網站的人數有150人,佔有效問卷48.1%,其中曾經觀看過運動網站的男性比女性多。 三、運動網站觀看動機主要為「可以增加我對各種運動的見聞」,其他為「我可以跟同學或者朋友有更多的討論話題」、「可以讓我知道我最喜歡的運動明星消息」、「我會因為得到有關增進運動技巧的資訊而感到滿足」、以及「可以讓我了解最新的運動比賽訊息」。 四、曾經參加過運動社團或運動代表隊的大學生在「觀看動機」、「瀏覽意圖」、「人際關係」各構面之因素,均有顯著差異的情形。 |
英文摘要 | The purpose of the study is to analyze the motivating factors behind the viewing of sports websites of college students in the mid-Taiwan region. Subjects of this study were students attending colleges of science and technology or four-year colleges. A total of four hundred questionnaires were distributed but only three hundred and twelve were deemed to contain data valid for the objective of this study. SPSS version 12.0 software was employed in the statistical analysis. 1.The analysis revealed that male subjects outnumbered female subjects with a hundred and seventy eight in total. Sophomore students led other groups with a total of a hundred and twenty four. Most subjects spent one to three hours online each day (total = one hundred and ninety eight) and most subjects exercised less than one hour each day (total = one hundred and twenty four). 2.A total of one hundred and sixty two or fifty-two percent of the subjects had had a previous experience in surfing sports websites. A hundred and fifty or forty-eight percent, however, had never surfed sports websites. More males than females had visited sports websites in the past. 3.Most subjects cited the intent to enrich their knowledge in various sports as the primary motivating factor in the viewing of sports websites. Having a common topic of discussion with peers, learning current updates on favorite athletes, finding useful information on improvements of sports techniques, and following the most current updates on various sports were among other motivating factors identified by the study subjects. 4.A previous experience in sports clubs or sports team representation played a major role in influencing the differences in the motives and purposes behind surfing sports websites for the study subjects. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。