本文選題：微信公眾號 + 休閑體育�。� 參考：《北京體育大學(xué)》2017年碩士論文

【摘要】：2016年是智媒元年,即“人機(jī)共存?萬物皆媒”的時代,微信公眾號作為智媒時代浪潮的典型代表,其社會影響力涉及方方面面。健康中國建設(shè)的基礎(chǔ)是全民健身和全民健康的深度融合,需要健康休閑產(chǎn)業(yè)乃至整個體育產(chǎn)業(yè)的支持,離不開高校、企業(yè)等健身休閑市場主體的發(fā)展,更離不開移動互聯(lián)網(wǎng)、大數(shù)據(jù)的支撐。本研究以北京體育大學(xué)全日制在讀碩士研究生的休閑體育需求為研究對象,借助體育社會學(xué)、體育傳播學(xué)、休閑體育學(xué)的理論方法,主要運(yùn)用問卷調(diào)查法,了解全日制在讀碩士研究生休閑體育參與意愿和微信公眾號的使用情況,探索微信公眾號的功能與休閑體育需求的關(guān)系,深入分析微信公眾號對碩士研究生休閑體育需求與阻礙因素的影響,從而充分發(fā)揮微信公眾號的功能,促進(jìn)休閑體育在高校中的發(fā)展,為社會體育系創(chuàng)建微信公眾號提出參考性建議。主要結(jié)論如下:(1)北京體育大學(xué)全日制在讀碩士研究生最熟知的休閑體育項目是攀巖,執(zhí)杖行走、皮劃艇、潛水、飛鏢項目的熟知度較低,參與意愿最高的項目是露營。不同年級、不同性別的休閑體育參與意愿不同,研一學(xué)生最喜歡皮劃艇,更偏愛水上類、技巧類休閑體育項目,而露營最受研二喜愛,研三則最中意拓展,更愿意參與野外類休閑體育項目;(2)微信公眾號以圖文并茂的形式推送“技能類”休閑體育內(nèi)容更受北京體育大學(xué)全日制在讀碩士研究生喜愛。微信公眾號的使用偏好和行為存在性別差異,男生重技能和賽事,女生重知識和社交圈。不同院系的專業(yè)特色、教學(xué)特點(diǎn)不同,其對休閑體育內(nèi)容的關(guān)注也不同。受邏輯思維、興趣愛好、性格特征的影響,休閑體育消費(fèi)存在性別差異,觀賞性體育消費(fèi)更受女生喜歡,男生較注重游戲娛樂和精神享受;(3)使用微信公眾號不同的功能可滿足北京體育大學(xué)全日制在讀碩士研究生不同的休閑體育需求�！矮@取資訊”功能最能滿足“成就表現(xiàn)”的休閑體育需求,“娛樂消遣”功能最能滿足“身心健康”需求,“購物消費(fèi)”功能則對應(yīng)“情緒發(fā)泄”需求,“參與線上活動”和“參與線下活動”功能均對應(yīng)“人際互動”需求,充分體現(xiàn)了微信公眾號的社交特性;(4)使用微信公眾號有利于滿足北京體育大學(xué)全日制在讀碩士研究生的成就表現(xiàn)、身心健康、人際互動、情緒發(fā)泄的休閑體育需求因素。人際互動需求的維度C3“擴(kuò)大社交圈”的滿足程度最高,成就表現(xiàn)需求的維度A3“自我重要性”的滿足程度最低;(5)北京體育大學(xué)全日制在讀碩士研究生的個人內(nèi)在、人際、結(jié)構(gòu)性的休閑體育阻礙因素會影響其使用微信公眾號。受學(xué)業(yè)壓力和閑暇時間的影響,結(jié)構(gòu)性因素的維度G2“缺乏時間”的影響程度最大,人際阻礙因素的維度F2“父母不支持”的影響程度最小。
[Abstract]:In the year of 2016, the year of the medium of intelligence, that is, "man machine coexist? All things are all medium", the WeChat public number as a typical representative of the wave of the age of the media, its social influence involves all aspects. The foundation of the construction of healthy China is the deep integration of the national fitness and the health of the whole people, and the support of the healthy leisure industry and the whole sports industry is inseparable from the support of the health and the whole sports industry. The development of the body of health and leisure market, such as universities and enterprises, can not be separated from the mobile Internet and the support of large data. This study focuses on the study of the leisure sports needs of the graduate students at Beijing Sport University, with the help of the theoretical methods of sports sociology, sports communication and leisure education, and the main use of the questionnaire survey method. Full time in reading the leisure sports participation of Master graduate students and the use of WeChat public number, explore the relationship between the function of WeChat public number and the demand of leisure sports, analyze the influence of WeChat public number on the leisure sports demand and hindrance factors of Master graduate students, so as to give full play to the function of the public number of the WeChat and promote the leisure sports. In the development of colleges and universities, the author puts forward some reference suggestions for the establishment of the WeChat public number of the social sports department. The main conclusions are as follows: (1) the leisure sports which the Beijing Sport University is most familiar with in reading the postgraduate students are climbing, walking with sticks, kayaking, diving, darts, and the most willing items are camping. Grade, different sex leisure sports participation will be different, one student likes kayak most, more favors water class, skill type leisure sports, and camping is the most popular two, three is most willing to expand, more willing to participate in the field type leisure sports; (2) WeChat public to push "skills" in the form of "skill" leisure body. The content of education is more popular with the full-time graduate students of Beijing Sport University. The use preference and behavior of the WeChat public has sex differences, boys' heavy skills and events, girls' heavy knowledge and social circles. The professional features of different departments, different teaching characteristics, and different attention to the content of leisure sports. The influence of character characteristics, leisure sports consumption exist gender differences, ornamental sports consumption is more popular with girls, boys pay more attention to game entertainment and spiritual enjoyment; (3) the use of different functions of the WeChat public number can meet the different leisure sports needs of the Beijing Sport University. "Access to information" function is the most effective. "Entertainment recreation" function can meet the needs of "physical and mental health", and "shopping consumption" function corresponds to "emotional vent" demand. "Participation online activity" and "participation line activity" function correspond to the "interpersonal interaction" demand, which fully embodies the social special of the WeChat public number. (4) (4) the use of the WeChat public number is helpful to meet the leisure sports demand factors of the full time of the Beijing Sport University, physical and mental health, interpersonal interaction and emotional vent. The dimension of the interpersonal interaction demand is the highest, and the dimension A3 "self importance" is the dimension of achievement. The degree of satisfaction is the lowest; (5) the personal internal, interpersonal, and structural leisure sports hindrance factors of full-time graduate students in Beijing Sport University will affect the use of WeChat public number. The impact of academic pressure and leisure time, the dimension of structural factors G2 "lack of time" is the most, and the dimension of interpersonal obstacles F2 "Parents do not support" the impact of the least degree.

【學(xué)位授予單位】：北京體育大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G807.4

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