運動網站網路社群服務之使用者需求研究

Abstract

隨著社群網站的發展，企業的商業用途已不僅在行銷端作運用，其經由網際網路科技的快速發展，改變了人們日常生活的習慣，網路成為人際溝通與資訊取得的重要管道。本研究主要探討運動網站網路社群服務提供，及瞭解其使用者需求，以「內容分析」及「網路問卷調查」為研究方法，研究對象包括運動網站網路社群及其使用者。首先透過「內容分析法」，進行線上20家運動網站網路社群服務內容及呈現方式的資料蒐集與彙整，再藉由「網路問卷調查」以線上使用者為研究者對象。有效問卷有338份，資料處理軟體為SPSS 22.0版本，以平均數、標準差、獨立樣本t檢定、單因子變異數分析進行統計分析。本研究的重要發現如下： 一、運動網站網路社群服務內容提供以「主題式資訊服務」比例最高，服務呈現方式以「首頁連結方式」最符合網頁介面設計原則。「娛樂活動服務」及「個人化設計方式」完備度則相對較低。 二、各運動網站網路社群服務內容以「主題式資訊服務」差異最小，以「娛樂活動服務」差異最大。服務呈現方式則以「首頁連結方式」差異最小，以「個人化設計方式」差異最大。 三、使用者對運動網站網路社群服務需求程度以「主題式資訊服務」及「搜尋功能方式」最高。需求度較低者則為「客戶支援服務」及「個人化設計方式」。 四、不同背景變項使用者對運動網站網路社群服務的需求無顯著差異。 五、運動網站網路社群提供的服務與使用者需求差異，服務內容以「娛樂活動服務」與使用者需求落差相對較大、服務呈現方式以「搜尋功能方式」與使用者需求落差相對較大。 根據上述研究結論，針對運動網站網路社群服務提供者、使用者及後續研究者提出相關建議。The developments of internet and technology have dramatically changed our daily life. Internet has become one of the most important channels to search information and do communication. The study is to investigate the virtual community services of sports websites and users' needs. “Content analysis” and “web questionnaire” have adopted in the study. First of all, we used content analysis to study examined the different virtual community service on current of 20 online sports websites. At the same time, the researcher used questionnaire for online user object by using those virtual community service. Effective questionnaires are 338 copies. All data was analyzed with descriptive, independent t-test, and one-way analysis of variance by SPSS 22.0 version. The research results are as below: 1. “Subjectlized information service” and “home link means” are the most emphatic items of the virtual community services of the sports websites. However, “entertainment services” and “personalized design means” are not. 2. Various the virtual community services of the sports websites to “subjectlized information service” the smallest difference to “entertainment services” the biggest difference. Services Presentation places “home link means” the smallest difference, with “personalized design means” the biggest difference. 3. “Subjectlized information service” and “searching design means” are highly needed of users’ needs. “Customer support service” and “personalized design means” are not. 4. There was no significant difference in the needs of different backgrounds the virtual community services of the sports websites. 5. Services provided by the virtual community services of the sports websites and users' needs differ services to “entertainment services” and a relatively large gap between the needs of users, the service presentation to “searching design” and the relatively large gap between user requirements. According to the results of the study, it will provide applicable suggestions for manager, users and future researchers of the virtual community services of the sports websites.