The congruence between channels’ image and audiences’ self-concept: examing its effect on audiences’ attitudes and behavioral intentions towards sports channels.
碩士 === 國立交通大學 === 傳播研究所 === 105 === This is study adopted the theory of self-congruity to examine the relationshiop between the congruence of channels’ image with audiences’ self-concept and audiences’ attitude and loyalty toward sports channels in Taiwan. Three methods were adopted to collect data,...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/h35gy2 |
| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 105 === This is study adopted the theory of self-congruity to examine the relationshiop between the congruence of channels’ image with audiences’ self-concept and audiences’ attitude and loyalty toward sports channels in Taiwan. Three methods were adopted to collect data, the first of which was to use a content analysis method to analyze the website of the five sports channels in Taiwan. The second method was to conduct an online survey and 667 valid questionnaires were obtained. The third method was to conduct intensive interviews on five interviewers who were regular viewers of the five sports channels. The data analysis shows that the congruence between channel image and audiences’ self-concept positively affected audiences’ attitudes toward the five sports channels, which in turn, influenced their loyalty toward these sports channels. More findings were discussed in the thesis.
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