運動迷國族感對賽事轉播收視動機與行為之影響

The influence of sports-fan ethnocentrism on viewing motivations and behavior of sport broadcast

目的：本研究提出「運動迷國族感」概念，旨在探究臺灣運動迷收看2006年MLB行為、動機與國族感程度，以及三者間之關係模式。方法：針對2006年收視MLB之閱聽眾進行性別、區域與年齡三維配額抽樣，蒐集進有效樣本700份，以描述性統計、ANOVA、偏最小平方法線性結構方程式進行資料分析。結果：獲得收視MLB之三個動機因素：喜愛體育、新聞性與社交消遣，而重中輕度收視群之動機因素雖排序不一，卻普遍抱持運動迷國族感之價值觀。結論：一、運動迷國族感是一種支持本國選手而不包含排斥他人的正面價值觀；二、王建民2006年表現確為國人運動迷國族感之寄情對象，且收視程度不同之收視群，皆會因為有王建民出場而收視；三、運動迷國族感正向影響兩收視動機－喜愛體育與新聞性，卻不直接影響收視行為；動機因素中唯有喜愛體育影響收視行為，因此運動迷國族感乃透過喜愛體育動機的中介，間接影響收視行為。Purpose: To examine the level of sports- fan ethnocentrism' motivations to watch and watching behaviors, and to examine their relationship. Methods: Conducting quota sampling of region, gender, and age from 2006 Taiwan MLB viewers, through 700 valid questionnaires, the relationship between sports-fan ethnocentrism, the motivations to watch sports broadcasts and watching behavior was examined by partial least squares linear structure equation analysis. Results: Three motivation factors obtained through factor reduction are interest in sports, news needs and social purpose. Conclusion: Sports-fan ethnocentrism is a positive common value which supports our own players but not discriminating the other; those tested will watch an MLB game, no matter the length of time, as long as Chien- ming Wang is playing; the ethnocentrism of sports fans was shown to influence two motivations to view broadcasts- interests in sports and the news need-but it does not influence viewing behavior itself; only interests in sports affected viewing behavior. Therefore sports-fan ethnocentrism indirectly influences viewing behavior through the intermediary motivation of an interest in sports.