SSUtv Sports 線上觀眾心理需求、心流體驗與觀賞滿意度、社會幸福感、寂寞感之研究

Abstract

隨著科技日新月異，近年社群媒體變成一條重要的行銷宣傳管道，就此大專體總為了推廣學生運動賽事，於YouTube成立「SSUtv Sports」頻道，為國內第一個專門為學生運動設立的YouTube頻道，除了提供最新學生運動資訊，最主要的內容為學生運動賽事直播。目的：探討利用SSUtv Sports線上收看大專籃球聯賽（簡稱UBA）之觀眾心理需求、心流體驗與線上平台滿意度之間的關聯，並探究觀眾之社會幸福感與寂寞感。方法：利用問卷調查法，以便利抽樣的方式進行，發放對象為曾以SSUtv Sports頻道觀賞大專籃球聯賽（簡稱UBA）直播的大學生，共回收303份有效問卷，再透過SPSS Statistics 28.0以及SmartPLS 4進行統計資料分析。結果：一、樣本中女性線上收看直播之觀眾多於男性。二、「認知、情感、社會整合、逃避與抒發壓力等心理需求」皆正向顯著預測心流體驗，「個人整合需求」則為負向顯著預測心流體驗。三、心流體驗正向顯著預測滿意度。四、滿意度正向顯著預測社會幸福感。五、滿意度負向預測寂寞感上則是不顯著的。本研究在得出結果後，期許能給予大專體總SSUtv Sports頻道經營上之建議，供其參考並成為更好的運動轉播頻道，讓運動媒體產業發展更加順利。

With the rapid advancement of technology, social media has become one of the crucial channels for marketing and promotion in recent years. In line with this trend, the university sports association (referred to as SSU) established the 'SSUtv Sports channel on YouTube to promote student sporting events. It is the first dedicated YouTube channel in the country specifically focused on student sports. Apart from providing the latest information on student sports, the primary content of the channel is live broadcasting of student sporting events, particularly college basketball league games (referred to as UBA).The objective of this study was to explore the relationship between the psychological needs, flow experience, and online platform satisfaction of viewers who watch college basketball league games through SSUtv Sports. Additionally, the study aimed to investigate the viewers' social well-being and loneliness. The research employed a convenient sampling method, using a questionnaire survey distributed to university students who had watched UBA games through the SSUtv Sports channel. A total of 303 valid responses were collected and analyzed using SPSS Statistics 28.0 and SmartPLS 4. The results of the study are as follows: First, female viewers were more prevalent in the sample of online live viewers. Second, cognitive needs, emotional needs, social integration needs, and escape and stress relief need positively and significantly predicted the flow experience, while personal integration needs negatively and significantly predicted the flow experience. Third, the flow experience positively and significantly predicted satisfaction. Fourth, satisfaction positively and significantly predicted social well-being.