亞奧運單項協會社群媒體使用研究

Abstract

日新月異的科技進步，也帶動起社群媒體的發展，無論是人際或組織之間，訊息傳遞的模式打破了以往的限制。國內許多運動管理領域相關的研究皆針對社群媒體對於運動組織和運動員的探討，但少有針對亞奧運單項協會社群媒體使用研究做分析。有鑑於此，本研究以中華民國冰球協會、中華民國網球協會、中華民國籃球協會以及中華民國棒球協會，共四個單項協會作為研究對象，採用質性研究的個案研究法，透過深度訪談，用主題性分析加以整理資料。探討協會的現況、發展、經營管理策略及未來展望等方向。並呈現不同單項協會在社群媒體操作動機的現況，不同單項協會在經營上面臨到哪些挑戰？以及經營社群媒體的目標期望。本研究期待能呈現亞奧運單項協會透過社群媒體與相關利害關係人建立起關係的方式，以及內部經營面貌的呈現。 研究結果發現，亞奧運單項協會在運作社群媒體的動機上較為被動，且缺乏相關的資源協助社群媒體的發展，同時目前單項協會較少在社群媒體上利用「雙向對等模式」觸及受眾，造成其互動性不佳。而多數協會希望透過社群媒體，提升協會本身或運動員的曝光度，以利推廣單項運動予大眾，甚至吸引相關的贊助資源。網路是非營利組織表達特定意圖或建立形象時，得到關注的重要管道之一，因此本研究建議，亞奧運單項協會應該改變溝通策略，並訂定策群媒體運作計劃，增加受眾之間互動和交流，並幫助單項協會建立起正面的品牌形象。

The progression of technology has led to the development of social media. The ways of message transmission have been changed tremendously. Many sports management related researches discussed about the relationship between social media and sport organization, athletes, clubs, league, etc., but only few of them included the usage of social media in sport organization of Asian and Olympics Games. This study adopted case study method through in-depth interviews to analyzed the social media usage in four sport organizations (Chinese Taipei Ice Hockey Federation, Chinese Taipei Tennis Federation, Chinese Taipei Basketball Association and Chinese Taipei Baseball Association). Analysis included social media usage, management strategy and future prospects by each organization. Furthermore, this study compared individual associations in different terms. This study presented a way for sport association of Asian and Olympics Games establishes relationships with relevant stakeholders through social media and the presentation of internal business aspects. This study found that the sport associations of Asian and Olympics Games lack of strong motivation of operating social media. Also, all of the associations are shortage in human and financial resources to progress social media development. Most associations used one-way communication mode to disseminate information which neglected the feature of social media. Although internet is one of the best channel for non-profit organizations to gain specific intentions; there is lack of interaction between sport associations and the audience on social media platform. Therefore, this study suggests sport associations should increase interaction message types and two-way communication model. Also, organization should established a solid social media management plan for target audience and stakeholder, it may build a positive public image and strengthen public relationship.