健身YouTube頻道觀看動機與健身參與關聯之研究
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2021
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Abstract
本研究旨在探討使用者觀看健身YouTube頻道的觀看動機與健身參與間的關係，並且延伸探討使用者觀看健身YouTube頻道的選擇因素，採深度訪談法與問卷調查法作為研究方法蒐集資料。首先透過深度訪談法詳細瞭解9位使用者的觀看動機和健身參與之情況；再透過網路問卷調查法，分析使用者的背景概況及對健身YouTube頻道的選擇之因素，並且進一步探討不同背景的使用者對於健身YouTube頻道的內容呈現與人物特質的選擇之差異情況，共回收有效問卷402份；
使用者觀看健身YouTube頻道的動機分成四個面向「健康/體適能」、「外表/體態」、「壓力/情緒」、「社交/休閒」。不同動機的使用者在觀看健身YouTube頻道的整體呈現選擇有差異，「外表/體態」動機的使用者比較會依內容呈現中「影片題材」而選擇；而「壓力/情緒」動機的使用者，較在意人物的同質性特質。在健身YouTube頻道的使用情況方面，以「男性」使用者居多，教育程度則以「大學（專）」族群最多，每週工作時數多為「40小時（含）以下」，從事健身的活動時段多在晚上，顯示健身YouTube頻道的使用情況與生活型態有關。另外研究也發現使用者因不同的健身參與歷程，對觀看健身YouTube頻道的選擇需求也會有所差異。
The purpose of this study was to explore the correlation among users' viewing motivation, workout participation and preference for fitness YouTube channel. First of all, this study applied a methodology of qualitative in-depth interview with 9 fitness participants aiming to find out the user’s correlation between viewing motivation and workout participation. Secondly, the study utilized an online questionnaire investigation to investigate the background profile of fitness participants, and preferred features of contents and YouTuber. There were 402 valid questionnaires collected in total. The findings were as follows: users’ viewing motivations could be concluded to 4 key factors: Health/Physical Fitness, Appearance/ Weight, Stress/Emotion, and Social/Leisure. Users with different viewing motivations have significantly divergent preferences for fitness YouTube channels. Users who responded “Appearance/ Weight” as their key viewing motivation preferred the video theme in the content presentation; on the other hand, users who responded “Stress/Emotion” as their key viewing motivation preferred the homogeneity in the YouTuber’s traits. The findings were as follows: According to the survey, those who were “Male”, “College- or University-educated ”, “Working-40-hours-a-week”, or “Always-working-out-at-night” having a tendency to watch fitness contents on YouTube. It shows that the usage of the fitness YouTube channel is highly related to lifestyles. In addition, we has also found that users have different needs for viewing fitness YouTube channels due to different fitness participation processes.
The purpose of this study was to explore the correlation among users' viewing motivation, workout participation and preference for fitness YouTube channel. First of all, this study applied a methodology of qualitative in-depth interview with 9 fitness participants aiming to find out the user’s correlation between viewing motivation and workout participation. Secondly, the study utilized an online questionnaire investigation to investigate the background profile of fitness participants, and preferred features of contents and YouTuber. There were 402 valid questionnaires collected in total. The findings were as follows: users’ viewing motivations could be concluded to 4 key factors: Health/Physical Fitness, Appearance/ Weight, Stress/Emotion, and Social/Leisure. Users with different viewing motivations have significantly divergent preferences for fitness YouTube channels. Users who responded “Appearance/ Weight” as their key viewing motivation preferred the video theme in the content presentation; on the other hand, users who responded “Stress/Emotion” as their key viewing motivation preferred the homogeneity in the YouTuber’s traits. The findings were as follows: According to the survey, those who were “Male”, “College- or University-educated ”, “Working-40-hours-a-week”, or “Always-working-out-at-night” having a tendency to watch fitness contents on YouTube. It shows that the usage of the fitness YouTube channel is highly related to lifestyles. In addition, we has also found that users have different needs for viewing fitness YouTube channels due to different fitness participation processes.
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健身YouTube頻道, 健身參與程度, 觀看動機, 內容呈現, 人物特質, Fitness YouTube channel, Workout participation, Viewing motivation, Content’s presentation, YouTuber’s Traits