| Summary: | 碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所在職碩士班 === 97 === The development of internet makes change in the human lifestyle and custom. The internet bbecomes the important medium of the information exchange among human beings. Sun, Youn, Wu, and Kunterporn mentioned that word-of-mouth(WOM) from internet is not only the model of searching information from internet surfer, but communicating to each other. Sport weblog is a new and developing internet medium that filled with many functions, such as watching video, listening music, posting article, inserting photo, video and music, guestbook and so on. This study explored the effects and relationship among sport weblog users’ satisfaction, commitment, and WOM.
The self-administered questionnaire and specific directions were given to the users regarding recruitment to secure respondents who better represent the population. A total of 324 sport weblog users from seven main weblog websites. .Based on the descriptive statistical analysis, t-test, oneway ANOVA, correlation analysis, and multiple regression analysis, the main results of study are as follows:The results revealed that male users, high educational background users, 21 to 30 years old users, and students are the main users.There was a significant correlation among sport weblog users satisfaction, commitment, and WOM.There was an effect among the users’ educational background on satisfaction, commitment, and WOM.The most important function of the sport weblog is searching for the sport information which the discussion of baseball or basketball were the most popular topics on the sport weblog.There was a significant difference among the educational levels for sport weblog users on the satisfaction, commitment, and WOM. Also, the here was a significant difference among the using hour levels of weblog on commitment and WOM.
The study suggests that sport industry and educational organization can promote sport and engage in sport marketing by weblog. The administration should understand with the situation of weblog user, and they should focus on the relation of user satisfaction, commitment, and WOM.The weblog owners should care about the quality of information, and the updating rate of weblog, and maintain the user satisfaction, commitment, and WOM of their weblog.
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