Live Sports Events Streaming in Social Media - A Case Study of Facebook Page “Basketball DNA”

• Main Authors: HUANG, XIU-MEI, 黃琇美
• Other Authors: WANG, KAI-LI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/fjqd4s

碩士 === 國立體育大學 === 國際體育事務碩士學位學程 === 106 === The study aimed at analyzing the interaction and use of social media which live sports events streaming broadcasts. For the purpose, the subjects of the research included Facebook Pages of Basketball DNA, Happy TV, and Kaohsiung High School Basketball League. The research analyzed the posts with a focus on the timelines about the amateur players of High School Basketball League (HBL) in Taiwan on the three above-mentioned Pages from December 19, 2016 to March 15, 2017 by QSearch Trend social data tool. And another research tool is self-designed questionnaire. Among 150 valid questionnaires were retrieved, with the effective retrieved rate at 90%. The major findings were: first, the content analysis of Pages post: (a) the interaction of Pages has no direction relationship with the number of post; (b) it is helpful to posting regularly and realizing users’ preferences for raising the influence of Page posts in the long time; (c) Pages comments are mainly about cheering for teams/players, chatting with fans, and interacting with anchors/Page managers; (d) Pages of live sports events streaming broadcast should raise users’ follow intention by mainly aiming Pages about the sports event teams. Second, the use of Page “Basketball DNA”: (a) users are mostly women, distributed in the 13-17 years old, as players, browsing frequency to once a week but not the most daily use, and their main reason of follow is following HBL-Amateur Players; (b) users for the various factors and the use are felt in the positive; (c) users of the frequency of changes in the use of significant differences exist; (d) use of each factor has a significant positive correlation.