呂佳霙 林房儹Lu, Chia-Ying Lin, Fang-Tsan2017-02-222025-07-302017-02-222017-02-22https://ir.ntus.edu.tw/handle/987654321/70817學位類別：碩士校院名稱：國立台灣體育大學系所名稱：運動管理學系碩士班學號：19405003畢業學年度：97年論文頁數：106頁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.目　次 第一章　緒論……………………………………………………………1 　第一節　研究動機與背景……………………………………………1 　第二節　研究目的……………………………………………………6 　第三節　研究問題……………………………………………………7 　第四節　研究假設……………………………………………………7 　第五節　研究範圍與限制……………………………………………8 　第六節　名詞解釋……………………………………………………8 第二章　文獻探討………………………………………………………10 　第一節　台灣棒球與旅外棒球員歷史………………………………10 　第二節　球迷觀賞運動比賽的動機…………………………………16 　第三節　球迷對比賽情緒連接的相關研究…………………………23 　第四節　球迷忠誠度的研究…………………………………………26 　第五節　媒介使用行為………………………………………………31 第三章　研究方法………………………………………………………41 　第一節　研究架構與流程……………………………………………41 　第二節　研究對象……………………………………………………42 　第三節　研究工具……………………………………………………42 　第四節　研究流程……………………………………………………48 　第五節　資料處理……………………………………………………49 第四章　結果與討論……………………………………………………50 　第一節　人口統計變項的結果………………………………………50 　第二節　人口統計變項與媒介使用行為……………………………54 　第三節　人口統計變項與動機………………………………………74 　第四節　動機、情緒連接與忠誠……………………………………79 第五章　結論與建議……………………………………………………85 　第一節　結論…………………………………………………………85 　第二節　建議…………………………………………………………88 參考文獻…………………………………………………………………91495849 bytesapplication/pdf棒球迷;動機;情緒連接;忠誠度;媒介使用行為Baseball fans;Motive;Emotional attachment;Loyalty;Media using behaviorthesis