不管是無線或有線電視台，漸漸重視運動節目這一塊版圖，原因除了台灣職業棒球的回溫，籃球球員清新的形象吸引不少年輕閱聽人之外，人們日漸重視利用工作之餘的時間，來從事舒解身心的休閒活動。根據2003年東方消費者行銷資料庫的資料可以發現，觀看電視轉播比賽的閱聽人有50.5%，且從2000年到2003年，觀賞電視運動轉播的民眾有漸增的趨勢，觀賞運動競賽已轉變為民眾休閒生活中消遣娛樂、調劑身心、紓解壓力的重要管道之一，好比國內職業棒球成為民眾相當關注的對象，特別是經由大眾傳播媒體的報導，更使得職業運動成為民眾閒暇之餘談論的話題。
本研究假設人格特質是影響閱聽人觀賞運動傳播的主要變項之一，研究結果也證實刺激尋求人格與開放性人格在娛樂消遣、球員（隊）支持、媒體呈現、社交認同與衝突暴力觀賞動機較為強烈，觀賞的情感反應也比較明顯，也就是說若將閱聽人依照人格來區分，的確特定人格特質的閱聽人觀賞運動的機率較高。
影響閱聽人成為運動閱聽人最主要是觀賞動機，尤其是偏向球員（隊）支持動機的閱聽人，越容易成為運動閱聽人，電視媒體使用也是成為運動閱聽人的影響變項之一，週末時觀賞運動時間越多的閱聽人，越容易成為運動閱聽人。
本研究結果發現居家觀賞的閱聽人，不論是正面情感或負面情感的反應都比在pub或戶外廣場來的強烈。觀賞籃球的閱聽人多數都會群體觀賞，觀賞時最能夠引起談論與吼叫反應，相較之下，觀賞棒球與網球比賽的閱聽人則冷靜許多。
綜觀本研究的人格特質與運動觀賞現象之相關性可知，具有刺激尋求及開放人格特質的大學生，比較喜歡觀賞運動節目，而刺激尋求人格特質越強烈，越容易成為棒球迷或籃球迷，偏向開放性人格、嚴謹人格特質的大學生也容易成為籃球迷。此與前人之研究刺激尋求人格其運動觀賞的傾向較高。

一、中文部份
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