| dc.contributor.advisor | 彭芸 | zh_TW |
| dc.contributor.author (Authors) | 忻雅蕾 | zh_TW |
| dc.creator (作者) | 忻雅蕾 | zh_TW |
| dc.date (日期) | 2004 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:21:09 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:21:09 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:21:09 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0914510171 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29809 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 新聞研究所 | zh_TW |
| dc.description (描述) | 91451017 | zh_TW |
| dc.description (描述) | 93 | zh_TW |
| dc.description.abstract (摘要) | 不管是無線或有線電視台，漸漸重視運動節目這一塊版圖，原因除了台灣職業棒球的回溫，籃球球員清新的形象吸引不少年輕閱聽人之外，人們日漸重視利用工作之餘的時間，來從事舒解身心的休閒活動。根據2003年東方消費者行銷資料庫的資料可以發現，觀看電視轉播比賽的閱聽人有50.5%，且從2000年到2003年，觀賞電視運動轉播的民眾有漸增的趨勢，觀賞運動競賽已轉變為民眾休閒生活中消遣娛樂、調劑身心、紓解壓力的重要管道之一，好比國內職業棒球成為民眾相當關注的對象，特別是經由大眾傳播媒體的報導，更使得職業運動成為民眾閒暇之餘談論的話題。 本研究假設人格特質是影響閱聽人觀賞運動傳播的主要變項之一，研究結果也證實刺激尋求人格與開放性人格在娛樂消遣、球員（隊）支持、媒體呈現、社交認同與衝突暴力觀賞動機較為強烈，觀賞的情感反應也比較明顯，也就是說若將閱聽人依照人格來區分，的確特定人格特質的閱聽人觀賞運動的機率較高。 影響閱聽人成為運動閱聽人最主要是觀賞動機，尤其是偏向球員（隊）支持動機的閱聽人，越容易成為運動閱聽人，電視媒體使用也是成為運動閱聽人的影響變項之一，週末時觀賞運動時間越多的閱聽人，越容易成為運動閱聽人。 本研究結果發現居家觀賞的閱聽人，不論是正面情感或負面情感的反應都比在pub或戶外廣場來的強烈。觀賞籃球的閱聽人多數都會群體觀賞，觀賞時最能夠引起談論與吼叫反應，相較之下，觀賞棒球與網球比賽的閱聽人則冷靜許多。 綜觀本研究的人格特質與運動觀賞現象之相關性可知，具有刺激尋求及開放人格特質的大學生，比較喜歡觀賞運動節目，而刺激尋求人格特質越強烈，越容易成為棒球迷或籃球迷，偏向開放性人格、嚴謹人格特質的大學生也容易成為籃球迷。此與前人之研究刺激尋求人格其運動觀賞的傾向較高。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒 論 1 第一節 研究背景 1 第二節 研究動機 4 第三節 研究目的 6 第四節 研究架構 8 第五節 章節安排 9 第二章 文獻探討 10 第一節 運動傳播與電視媒體 10 壹、運動傳播學術的發展 10 貳、運動與大眾媒介發展 12 第二節 運動觀賞與動機 14 壹、運動觀賞的源起 14 貳、運動觀賞的理論基礎 15 參、運動觀賞的動機 20 肆、運動觀賞動機的測量 26 伍、運動觀賞動機之實證研究 29 陸、小結 34 第三節 閱聽人觀賞運動的類型 35 壹、『運動迷』（sport fans）與『運動觀賞者』（sport spectators） 35 貳、性別 39 參、小結 41 第四節 運動閱聽人的情感反應 42 壹、運動閱聽人的情感反應理論基礎 42 貳、運動觀賞的情境與情緒反應 49 參、情感的測量 53 肆、觀賞運動情感反應之相關研究 53 伍、小結 56 第五節 運動觀賞與人格特質 56 壹、運動觀賞的人格特質 57 貳、人格特質的測量 61 參、小結 63 第三章 研究方法 64 第一節 問卷設計 64 壹、人口統計變項 64 貳、人格特質量表 64 參、電視使用 65 肆、運動觀賞動機 66 伍、情緒反應量表 67 第二節 抽樣設計與研究樣本 67 第三節 前測 68 第四節 資料分析方法 69 第四章 資料分析與討論 70 第一節 大學生運動觀賞現況分析 70 壹、全體研究樣本的人口特徵 70 參、受訪者之觀賞動機分析 74 參、受訪者之情感反應分析 75 肆、受訪者之人格特質分析 76 伍、因素分析 76 第二節 運動賽事投入程度之差異分析 78 壹、運動賽事投入程度之分類 78 貳、運動賽事投入程度之人口特徵分析 79 貳、運動賽事投入程度之媒體使用與觀賞情境分析 82 參、運動閱聽人、運動迷與一般大學生在運動觀賞動機之差異分析 88 肆、運動閱聽人、運動迷與一般大學生在人格特質之差異分析 90 伍、運動閱聽人、運動迷與一般大學生在觀賞運動情感反應之差異分析 91 第三節 閱聽人人口特徵、人格特質、媒體使用與觀賞情境之分析 92 壹、樣本的人格特質情況 92 貳、人格特質在運動觀賞上之分佈情形 93 參、人格特質在運動觀賞情境之分佈情形 96 肆、人格特質在運動投入情形上之分佈情形 98 第四節 閱聽人人口特徵、媒體使用、人格特質、情感反應對觀賞動機上之影響 99 壹、運動觀賞動機在人口特徵上之分佈情形 99 貳、運動觀賞動機對運動喜好上之分佈情形 102 參、媒體使用對觀賞動機現象的相關分析 104 肆、觀賞動機對運動觀賞情境之分佈情形 106 伍、人格特質與觀賞動機之相關分析 108 陸、情感反應與觀賞動機之相關分析 110 第五節 人口特徵、媒體使用、人格特質與情感反應之關聯 110 壹、觀賞運動情感反應在人口特徵上之分佈情形 110 貳、觀賞運動情感反應對運動喜好上之分佈情形 112 參、觀賞情感反應與運動觀賞情境之分佈情形 113 肆、媒體使用與觀賞運動情感反應的相關分析 114 伍、人格特質與觀賞運動情感反應的相關分析 115 第六節 對媒體轉播運動喜好、觀賞動機、情感反應之預測分析 116 第五章 結論與建議 139 第一節 結 論 139 壹、大學生觀賞運動節目方面 139 貳、研究假設與研究問題之驗證 141 第二節 研究貢獻 151 壹、在學術上的貢獻 151 貳、在實務上的意涵 151 第三節 研究建議與限制 152 壹、未來研究之建議 152 貳、研究限制 154 附件一: 問 卷 155 參考文獻 159 表 目 錄 表2-2-1: 各學者提出動機量表之比較 28 表2-2-2: 國內研究觀賞運動動機之比較 30 表2-2-3: 國外觀賞運動動機研究之比較 33 表2-3-1: 各學者對運動閱聽人分類一覽表 39 表2-4-1: 運動觀賞與情感反應之相關研究整理 55 表2-5-1: 刺激尋求人格在人口統計變項上的呈現 59 表2-5-2: 學者研究運動觀賞者的人口變項與人格特質發現 60 表3-1-1: 人格特質內容問項出處 65 表3-1-2: 觀賞動機內容問項出處 66 表3-2-1: 台北市各公私立學校抽樣數分配 68 表4-1-1: 受訪者基本人口統計敘述統計分析表 71 表4-1-2: 受訪者 觀賞運動節目時間敘述統計分析表 72 表4-1-3: 受訪者媒體使用敘述統計分析表 73 表4-1-4: 受訪者觀賞動機問項之平均數排名 74 表4-1-5: 受訪者觀賞棒球比賽情感反應問項之平均數排名 75 表4-1-6: 觀賞動機之因素分析結果 77 表4-1-7: 情感反應之因素分析結果 77 表4-2-1： 運動賽事投入程度在人口特徵之卡方檢定 80 表4-2-2: 運動賽事投入程度在媒體使用之ANOVA檢定 84 表4-2-3: 運動賽事投入程度在觀賞情境之卡方檢定 86 表4-2-4: 運動賽事投入程度在觀賞動機之ANOVA檢定 89 表4-2-5: 運動賽事投入程度在人格特質之ANOVA檢定 90 表4-2-6: 運動賽事投入程度在情感反應之ANOVA檢定 91 表4-3-1: 大學生人格特質之統計分析表 92 表4-3-2: 人格特質在媒體使用上之統計分析表 93 表4-3-3: 人格特質在喜愛運動節目程度、每週運動次數上之統計分析表 94 表4-3-4: 人格特質在棒球籃球轉播喜好程度上之統計分析表 95 表4-3-5: 人格特質在至現場觀賞棒球籃球頻率上之統計分析表 95 表4-3-6: 人格特質與和誰觀賞之統計分析表 96 表4-3-7: 人格特質與觀賞地點之統計分析表 97 表4-3-8: 人格特質與人格特質與喜愛觀賞運動類型之統計分析表 97 表4-3-9: 人格特質與是否為棒、籃球迷之統計分析表 98 表4-3-10: 人格特質與有無支持球隊、加入後援會之統計分析表 99 表4-4-1：性別與觀賞動機之統計分析表 100 表4-4-2：年級與觀賞動機之統計分析表 101 表4-4-3： 家庭收入與觀賞動機之統計分析表 101 表4-4-4：住宿情形與觀賞動機之統計分析表 102 表4-4-5： 觀賞動機和運動喜好的相關檢定分析 104 表4-4-6： 觀賞動機和媒體使用的相關檢定分析 106 表4-4-7： 觀賞動機和獨自或群體觀賞的統計分析 106 表4-4-8： 觀賞動機和觀賞地點的統計分析 107 表4-4-9： 觀賞動機和喜愛觀賞運動類型的統計分析 108 表4-4-10：人格特質和觀賞動機的相關檢定分析 109 表4-4-11：情感反應和觀賞動機的相關檢定分析 110 表4-5-1: 性別與觀賞運動情感反應之統計分析表 111 表4-5-2: 年級與觀賞運動情感反應之統計分析表 111 表4-5-3: 家庭收入與觀賞運動情感反應之統計分析表 112 表4-5-4: 住宿情形與觀賞運動情感反應之統計分析表 112 表4-5-5: 觀賞運動情感和運動喜好的相關檢定分析 113 表4-5-6: 觀賞情感反應和獨自或群體觀賞的統計分析 113 表4-5-7: 觀賞情感反應和觀賞地點的統計分析 114 表4-5-8: 觀賞情感反應和喜愛觀賞運動類型的統計分析 114 表4-5-9: 觀賞運動情感和媒體使用的相關檢定分析 115 表4-5-10: 人格特質和觀賞情感反應的相關檢定分析 115 表4-6-1:人口特徵、情感反應、人格特質、觀賞動機與電視使用預測棒球轉播喜好之階層迴歸分析 119 表4-6-2: 人口特徵、情感反應、人格特質、觀賞動機與電視使用預測籃球轉播喜好之階層迴歸分析 121 表4-6-3: 人口特徵、情感反應、人格特質、觀賞動機與電視使用預測運動閱聽人之階層迴歸分析 123 表4-6-4: 人口特徵、情感反應、人格特質、觀賞動機與電視使用預測標準運動迷之階層迴歸分析 125 表4-6-5: 人口特徵、情感反應、人格特質、觀賞動機與電視使用預測電視使用運動迷之階層迴歸分析 127 表4-6-6: 人口特徵、情感反應、人格特質、觀賞動機與電視使用預測現場觀賞運動迷之階層迴歸分析 129 表4-6-7: 人口特徵、情感反應、人格特質、觀賞動機與電視使用預測棒球迷之階層迴歸分析 131 表4-6-8: 人口特徵、情感反應、人格特質、觀賞動機與電視使用預測籃球迷之階層迴歸分析 133 表4-6-9: 人口特徵、情感反應、人格特質與電視使用預測觀賞動機之階層迴歸分析 135 表4-6-10: 人口特徵人格特質、觀賞動機與電視使用預測情感強度之階層迴歸分析 137 表4-6-11: 人口特徵、運動觀賞動機與情感反應因素之相關分析 138 表5-1-1: 研究假設與研究驗證結果比較 146 圖 目 錄 圖1-1-1： 2000年-2003年台灣民眾收看電視轉播運動比賽狀況 4 圖1-2-1: 國內運動媒體與閱聽人分析之相關研究 5 圖1-3-1: 2000年-2003年台灣民眾收看電視轉播主要運動項目比賽狀況 7 圖1-3-2: 2000年-2003年台灣民眾電視轉播運動觀賞族群的年齡比例 7 圖1-4-1: 研究架構圖 9 圖4-2-1: 運動賽事投入程度在性別上的分佈 81 圖4-2-2: 運動賽事投入程度在年級上的分佈 81 圖4-2-3: 運動賽事投入程度在家庭收入上的分佈 81 圖4-2-4: 運動賽事投入程度在住宿情形上的分佈 82 圖4-2-5: 運動賽事投入程度在運動次數上的分佈 82 圖4-2-6:運動賽事投入程度在媒體使用之平均值比較 85 圖4-2-7:運動賽事投入程度在和誰觀賞之平均值比較 87 圖4-2-8:運動賽事投入程度在觀賞地點之平均值比較 87 圖4-2-9:運動賽事投入程度在喜愛觀賞運動之平均值比較 88 圖4-2-10:運動賽事投入程度在觀賞動機之平均值比較 89 圖4-2-11:運動賽事投入程度在人格特質之平均值比較 91 圖4-2-12:運動賽事投入程度在情感反應之平均值比較 92 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0914510171 | en_US |
| dc.subject (關鍵詞) | 閱聽人 | zh_TW |
| dc.subject (關鍵詞) | 觀賞動機 | zh_TW |
| dc.subject (關鍵詞) | 人格特質 | zh_TW |
| dc.subject (關鍵詞) | 情感反應 | zh_TW |
| dc.title (題名) | 電視媒體運動觀賞者觀賞動機、人格特質與情感反應之研究 | zh_TW |
| dc.type (資料類型) | thesis | en |
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