2017世大運的直播觀賞行為研究

Usage Behavior of live broadcast of 2017 Summer Universiade

使用直播平台觀賞網路影音已經形成風潮，直播已成為網路時代的主流趨勢，台北市柯市長與網紅整合行銷宣傳2017世大運，顯示網路影音直播的影響力。本研究的觀念性架構以使用與滿足理論為基礎，結合需求動機與使用滿足觀點，探討觀賞直播2017世大運賽事的動機與滿意度。本研究於2017年12月底，針對桃園地區觀賞2017世大運直播的大專校院學生進行問卷調查，取得有效問卷403份，並驗證直播觀賞行為、觀賞動機與滿意度的相關性。本研究獲致下列結論：1.在觀賞動機方面，資訊性、娛樂便利性為吸引觀眾觀賞2017世大運直播的主因。2,在觀賞滿意度方面，顯示觀眾並未因為觀看2017世大運直播後而有自我表現的感覺，也不會因為分享與發表而有成就感。而娛樂便利性、資訊性是令2017世大運直播觀眾感到較為滿意的部分。3.觀賞世大運直播觀眾的「觀賞動機」與「觀賞滿意度」；「觀賞動機」與「觀賞行為」；「觀賞滿意度」與「觀賞行為」皆呈現顯著正相關。

The use of live broadcasting platform to watch online audio-visual archives has become a trend. Live broadcasting has become the mainstream trend of the Internet era. Mayor Ke of Taipei and several Internet celebrities publicize the 2017 Summer Universiade, which shows that online broadcasting is increasingly powerful influence. The conceptual framework of this study is based on the theory of usage and satisfaction, combined with demand motivation and usage perspective, to explore the motivation and satisfaction of users using live video platform to watch the 2017 Summer Universiade. At the end of December 2017, a formal questionnaire survey was conducted among college students watching the 2017 Summer Universiade live broadcast in Taoyuan area. A total of 403 valid questionnaires were obtained. We have some empirical study of usage behavior, spectating motivation, and spectating satisfaction relationships. The results of this study are as follows: 1. In terms of spectating motivation, informativeness and entertainment convenience are the main reasons for attracting viewers to watch the 2017 Summer Universiade live broadcasting. 2. In terms of spectating satisfaction, it shows that the audience does not feel self-expression after watching the live broadcast of the 2017 Summer Universiade, nor does it feel accomplished because of sharing. Entertainment convenience and informativeness are the most satisfying parts for the live audience of the 2017 Summer Universiade. 3. There is a significant correlation between the “ spectating motivation” and “ spectating satisfaction” of the live viewers of the 2017 Summer Universiade.