Publication:

運動廣告對青少年運動價值觀及運動參與影響－臺中市完全中學為例

本研究主要目的在瞭解運動廣告與青少年運動價值觀和運動參與行為之間的關係。以臺中市完全中學學生754人為研究對象，並將所得資料以統計套裝軟體執行積差相關、逐步迴歸等統計分析。結果顯示：（一）青少年運動廣告觀賞態度趨於中立；運動價值觀排序為社會價值、道德價值、能力價值、個人價值；國高中生高運動參與行為者比例皆略高於低運動參與行為者，體育班則是高運動參與行為者比例明顯高於低運動參與行為者。（二）男生在運動廣告觀賞的次數與時間，個人價值與能力價值，運動參與行為，明顯高於女生；體育班在運動廣告觀賞的次數與時間，個人價值、能力價值與道德價值，運動參與行為，明顯高於國高中生；運動廣告觀賞觀賞次數愈多，個人價值、能力價值、運動參與行為愈高，運動廣告觀賞時間愈久，個人價值、社會價值、能力價值與道德價值、運動參與行為愈高。（三）運動廣告觀賞次數、時間與運動價值觀運動參與行為具有正相關；運動價值觀與運動參與行為具有正相關。（四）運動廣告觀賞對運動價值觀與運動參與行為，以時間具有最高解釋力；運動價值觀對運動參與行為，以個人價值具有最高解釋力。因此，本研究顯示運動廣告觀賞、運動價值觀確實對運動參與行為帶來影響。

The purpose of this study is to understand the influence of sport advertisement to exercise value and participation of the youth. We analyzed data collected from 754 high school students of Taichung City using step-wise regression and calculated Pearson’s product moment coefficient. The results showed 1) The youth’s attitude were neutral when viewing exercise advertisement, and the order of sport value were social value, moral values, competence values, and personal value. The number of high sport participants was higher than those of low participation in junior and senior high school students. Students of physical education (PE) class showed significantly higher number of high sport participation than those of low participation. 2) The number and duration of the viewing exercise advertisement, personal and ability value, and sport participation were significantly higher in boy than girl. The number and duration of the viewing, personal, ability and moral value, and sport participation were higher in PE students than junior and senior high school students. The more times one spent on viewing sport advertisement, the higher the personal and ability value, and sport participation. The longer one spent on viewing sport advertisement, the higher personal, social, ability and moral value, and sport participation. 3) The number and duration of viewing sport advertisement showed positive correlation with sport value and sport participation. The sport value showed positive correlation with sport participation. 4) The prediction analysis of sport advertisement for sport value and participation showed highest explanatory power in viewing duration time; the prediction analysis of sport value and participation showed highest explanatory value in personal value. In summary, this study shows that sport advertisement is influential to exercise value and participation of the youth.