Publication:

台灣棒球迷觀看美、日職棒的動機與媒介使用行為

本研究旨在了解台灣棒球迷觀看美、日職棒的動機與媒介使用的行為。以Hong, McDonald, Soon, and Fujimoto (2005)在針對日本球迷對於觀賞美國大聯盟比賽的動機研究中所提出的架構為依據，以網路問卷為研究工具，共收集389份有效問卷。透過描述性統計、單因子變異數分析、路徑分析以及線性結構分析得知：

1.電視是目前或未來球迷收看比賽轉播的首選，但是31歲以上的球迷會選擇品質較好且便利的觀賞媒介。

2.不同的性別會造成觀賞動機有所差異。

3中華職棒的球迷在對於「比賽品質」要求不如非中華職棒的球迷高。在其他三個動機上，中華職棒的球迷觀看美、日職棒球賽的動機都較為強烈。

4.動機、情緒連接與忠誠的相對關係上，台灣球迷在「對特定球員有興趣」、「國家驕傲」這兩個動機上完全無法形成忠誠度。「對棒球有興趣」及「比賽品質」則是造成球迷忠誠度的主要動機構面。

The purpose of the study was to examine the motive and media using preference for Taiwanese baseball fan’s interest in Major League Baseball (MLB) and Nippon Professional Baseball (NPB). This study based on another similar research which was conducted by Hong, McDonald, Soon, and Fujimoto (2005) to explore the Japanese baseball fan’s interest in Major League Baseball and subsequently modified by the researcher. Survey was distributed online and collected 389 copies totally. After data collection, descriptive statistics, ANOVA, and AMOS 7.0 were utilizing to analyze the data.

Several findings were discovered in the followings:

1.TV is the primary watching source for now and future. Also, fans who are 31 years old and above would choose better and more convenient broadcasting medium.

2. Motive made a difference between genders.

3.Non-Chinese Professional Baseball fans’ had a higher game quality expectation than the Chinese Professional Baseball (CPBL) fans. Yet the CPBL fans scored higher on three other major motivation factors to watch MLB or NPL games.

4.In the motive, emotional attachment and loyalty, “interest in particular player” and “national pride” didn’t motivate Taiwanese baseball fans. Nevertheless, interest in baseball and game quality were the major factors that contributed to loyalty to watch MLB or NPL games.