The uses & gratifications for local sports channels viewing in women's sports program

[[abstract]]Abstract The purpose of this study was to understand the viewing motivation, behavior and demands of sports channels’ viewers toward women’s sports programs, which is based on the theory of “uses & gratifications” to examine the correlation between motivation, behavior and satisfaction of viewing. This research was targeted the viewers of local sports channels – ESPN, STAR Sports and Videoland Sports through electronic questionnaire. There are 558 valid responses in all, 386 with viewing and 172 were non-viewing in women’s sports programs. The results were analyzed by descriptive statistics, Pearson product-moment correlation and canonical correlation and as follows: 1. The “instrumental viewing” is the mainly motive, which is an intentional viewing. The “competition factor” was rated highest. In the viewing behavior, more than half viewing is under planning ahead and intend to watch competing, fast pace, and powerful “competition”, not the “exhibition” or “performance” game. In the viewing satisfaction, the average of gratification obtained (GO) is higher than gratification sought (GS), so viewers’ viewing experience is positive and obtained a certain of gratifications. 2. The motive, behavior and gratification are showing mutual influence for each other in viewing women’s sports programs. The “competition motive” is influencing “game-involving gratification” through “scheduled viewing”. “Leisure motive” is influencing “recreation gratification” through “weekly viewing frequency”. In light of canonical correlation, this research proof the existence of “motive→behavior→gratification” model in viewing women’s sports programs and also reflect the real consumption in the viewing with viewer’s demand. 3. For result of non-viewing factors, the negative stereotyping which women player is bad in sports is not existing. The “inaccessible information”, “priority conflict” and “not interesting in sports” are the major factors. Based on those findings, sports channels should consider to acquire or produce this kind of sports programs and enhance the competition element to increase viewers’ gratification. For the suggestion to promoter or association, Women’s game should be upgraded to women’s sports, not under men’s game in schedule and format. In the meantime, women’s sports needed to promote themselves in underlining women’s characteristic and competitive elements to develop the real women's sports. Key words:women's sports program, sports channel, uses and gratifications