SRR

Sports & Exercise Research Volume 10 Number 2

Author:Shih-Chang Lee
Period/Date/Page:Vol. 10 No. 2 (2008 / 06 / 30) , P29 - 41
DOI:10.5297/ser.200806_10(2).0002
An Empirical Study of Viewing Behavior for Sports Leisure Television Programs among the Aged Groups: A Case of 2007 USA Major League Baseball
Abstract:Taking the 2007 USA Major League Baseball (MLB) as an example, this study constructed the hypothesis model of viewing behavior for sports leisure television programs among the aged groups. The verification of the model and correlated analysis were also made. However, the results of the hypothesis model were not acceptable. After modification, most of the values of the evaluating index were acceptable. The values of NFI, IFI and CFI were larger than 0.9, implying that the construct validity was statistically acceptable and fit. The results also indicated that the relationship between budget concern and entertainment value, broadcast information and sociability, was very close. Therefore, it was suggested that Formosa TV and ESPN or other television stations that might have the chance to broadcast in the future adjust on-air time for MLB reply shows for the aged groups. Furthermore, in order to promote viewing rating, brilliant play shots for Taiwanese MLB players and news of players could be clipped or collected for broadcasting in different times. The construct validity of the duplicate modification was relatively fit and the model of this research could be applied to other related studies. (Full text)


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