Back Issues 11-20

RESEARCH ON SATISFACTION, IDENTITY AND VIEWING MOTIVATION OF WOMEN'S SUPER BASKETBALL LEAGUE LIVE AUDIENCE

Tsung-Ling Hsieh

Department of Sports Information and Communication

Aletheia University, Taipei, Taiwan

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Abstract

The main purpose of this study is to understand the current situation of fans’ viewing behaviour in the Women's Super Basketball League (WSBL), and to explore the satisfaction, identity and viewing motivation of WSBL audiences. The questionnaire is divided into four parts, namely personal information, satisfaction, sense of identity, and viewing motivation, with a total of 57 questions, all of which are scored on a Likert five-point scale. A total of 400 questionnaires were randomly distributed, 350 valid questionnaires were obtained, and the valid questionnaire rate was 87.5%.

SPSS analysis was used, including reliability and validity, descriptive statistics, factor analysis, frequency allocation, independent sample T test, and one-way analysis of variance to analyze different topics. The findings of the study are as follows:

1. Questionnaires were distributed randomly. After the sale, it was found that the majority of the on-site audience were women, mainly between the ages of 20 and 25. Most of them had university degrees, and most of them were students.

2. The live audience of WSBL believes that watching WSBL can enhance the leisure fun, and they consider themselves to be loyal fans of a certain team in the WSBL event, and they think that it is a correct decision to watch WSBL live.

Keywords:  WSBL, satisfaction, identity, viewing motivation pages