臺灣博碩士論文加值系統

近年來，隨著電子競技產業的崛起，有關於電子競技的研究主題迅速的發展。在觀賞性運動中，動機是影響消費行為的重要因素。本研究的動機構面採用自使用與滿足理論，分別為認知性、情感性、個人綜合性、社會綜合性、張力釋放。但在於觀賞性運動的電子競技中，卻很少探討到動機之間的關係。有鑑於此，本研究的目的在於釐清什麼是影響電子競技觀眾消費者行為的重要動機，以及動機之間是如何相互影響。本研究採問卷調查的方式，以立意抽樣方法進行線上問卷調查，於線上社群收集本研究所需之樣本（n=574）。再使用結構方程模式作為統計方法，並以SPSS 17.0及Amos 17.0等統計軟體進行統計分析，比較不同的動機模型在不同類型遊戲觀眾的結果。認知性與個人綜合性動機對於爐石戰記觀眾的消費行為有顯著正向的影響，情感性的動機對於英雄聯盟觀眾有顯著正向的影響，社會綜合性動機則是對於兩款遊戲觀眾都有顯著正向的影響。結果顯示了動機在不同遊戲觀眾間的差異，並在電子競技領域驗證了使用與滿足理論、動機情感關係及社會需求和情感動機的關係。

With the rise in popularity of the eSports industry, research in this area has been frequently mentioned in recent years. Motivations are important antecedents that influence the consumption behaviors of sport spectators. In this study, the motivations that were adopted from the Uses and Gratifications Theory (UGT) were cognitive, affective, personal integrative, social integrative, and tension release. However, the relationship among the motivations of eSport spectators has often been neglected. The aim of this study is thus to clarify what motivations affect consumers of eSports, and how these motivations interact. In this study, the independence models and competing models were measured for the spectator groups of League of Legends and Hearthstone for discussion. This study used an online survey and purposive sampling to collect the data. The sample (n=574) was collected from online communities. The statistical technique of structural equation modeling (SEM) was used to analyze the data. The analyses were conducted using SPSS 17.0 and Amos 17.0 to test the research models. The findings showed that cognitive and personal integrative motivations have significant positive effects on the consumption behavior of spectators of Hearthstone; affective motivation has a significant positive effect on consumption behavior for spectators of League of Legends; and social integrative motivation has significant positive effects on consumption behavior in both games. The results reveal the motivation effect on consumption behavior of different games and practiced UGT, the cognitive-affective relationship, and the relationship between social needs and affective motivation in the eSport area.

Chapter One: Introduction 1
Chapter Two: Literature Review 3
2.1 eSports 3
2.1.1 Introduction of eSports 3
2.1.2 eSports Viewing 4
2.2 Motivations 6
2.2.1 Motivation in eSports 8
2.3 The Interrelationships among Motivations 10
2.4 Consumption Behaviors 12
Chapter Three: Method 14
3.1 Research Setting 14
3.2 Data Collection and Participants 14
3.3 Instrumentation 14
3.4 Data Analysis 15
Chapter Four: Result 18
4.1 Descriptive Statistics 18
4.2 Measurement Model 19
4.3 Structural Model 24
Chapter Five: Discussion and Conclusion 28
5.1 Discussion and Recommendations 28
5.2 Contributions and Implications 30
5.3 Limitations and Future Research 31
Reference 32
Appendix 40

All-China Sports Federation. (2007). The Difference between eSport and Cyber Games. (http://esport.sport.org.cn/gfgg/2007-08-06/1225640.html).
Anand, P., Holbrook, M. B., ＆ Stephens, D. (1988). The formation of affective judgments: The cognitive-affective model versus the independence hypothesis. Journal of Consumer Research, 15(3), 386-391.
Anderson, J. C., ＆ Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Andreff, W., ＆ Staudohar, P. D. (2000). The evolving European model of professional sports finance. Journal of Sports Economics, 1(3), 257-276.
Apperley, T. H. (2006). Genre and game studies: Toward a critical approach to video game genres. Simulation ＆ Gaming, 37(1), 6-23.
Barker, I. J. (2015). Malaysia forms a national esports organization. (http://www.dailydot.com/esports/e-sports-malaysia).
Bernstein, I. H., ＆ Nunnally, J. (1994). Psychometric Theory (3rd ed.). New York, NY: McGraw-Hill.
Buraimo, B. (2006). The Demand for Sports Broadcasting. In W. Andreff ＆ S. Szymanski (Eds.), Handbook on the Economics of Sport (pp. 100-111): Edward Elgar Publishing.
Caro, L. M., ＆ García, J. A. M. (2007). Cognitive–affective model of consumer satisfaction. An exploratory study within the framework of a sporting event. Journal of Business Research, 60(2), 108-114.
Chanavat, N., ＆ Bodet, G. (2014). Experiential marketing in sport spectatorship services: a customer perspective. European Sport Management Quarterly, 14(4), 323-344.
Chen, G. M. (2011). Tweet this: A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others. Computers in Human Behavior, 27(2), 755-762.
Cheung, G., ＆ Huang, J. (2011). Starcraft from the stands: understanding the game spectator. Paper presented at the Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, Vancouver, BC, Canada.
Cheung, G. W., ＆ Rensvold, R. B. (2002). Evaluating goodness-of-fit indexes for testing measurement invariance. Structural Equation Modeling, 9(2), 233-255.
Choi, E.-Y. (2013). Investigating Factors Influencing Game Piracy in the eSports Settings of South Korea. (Doctor), The University of New Mexico, Albuquerque, NM.
Cronin, J. J., Brady, M. K., ＆ Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Davidson, R. J. (2003). Seven sins in the study of emotion: Correctives from affective neuroscience. Brain and Cognition, 52(1), 129-132.
Decrop, A. (1999). Tourists’ decision-making and behavior processes. In A. Pizam ＆ Y. Mansfeld (Eds.), Consumer Behavior in Travel and Tourism (pp. 103-133). New York, NY: The Haworth Hospitality Press
del Bosque, I. R., ＆ San Martín, H. (2008). Tourist satisfaction a cognitive-affective model. Annals of Tourism Research, 35(2), 551-573.
Eder, A. B., Hommel, B., ＆ Houwer, J. D. (2007). How distinctive is affective processing? On the implications of using cognitive paradigms to study affect and emotion. Cognition and Emotion, 21(6), 1137-1154.
Ellis, M. J. (1973). Why People Play. Englewood Cliffs, NJ: Prentice-Hall.
Ferrari, S. (2013). From generative to conventional play: Moba and league of legends. Paper presented at the 6th Digital Games Research Association (DiGRA), Atlanta, GA.
Fornell, C., ＆ Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Fullerton, S. (2006). Sports Marketing. New York, NY: McGraw-Hill/Irwin.
Funk, D. C., Filo, K., Beaton, A. A., ＆ Pritchard, M. (2009). Measuring the motives of sport event attendance: Bridging the academic-practitioner divide to understanding behavior. Sport Marketing Quarterly, 18(3), 126.
Gray, G. T., ＆ Wert-Gray, S. (2012). Customer retention in sports organization marketing: examining the impact of team identification and satisfaction with team performance. International Journal of Consumer Studies, 36(3), 275-281.
Griffiths, M. D., Davies, M. N., ＆ Chappell, D. (2003). Breaking the stereotype: The case of online gaming. CyberPsychology ＆ Behavior, 6(1), 81-91.
Hamari, J., ＆ Sjöblom, M. (2015). What is eSports and Why Do People Watch It? Social Science Research Network. http://papers.ssrn.com/abstract=2686182
Hamilton, W., Kerne, A., ＆ Robbins, T. (2012). High-performance pen+ touch modality interactions: a real-time strategy game eSports context. Paper presented at the Proceedings of the 25th annual ACM symposium on User interface software and technology, Cambridge, MA.
Hedlund, D. P. (2014). Creating value through membership and participation in sport fan consumption communities. European Sport Management Quarterly, 14(1), 50-71.
Herzog, H. (1942). What do we really know about daytime serial listeners. Radio Research (pp. 3-33). New York, NY: Duell, Sloan ＆ Pearce.
Hooper, D., Coughlan, J., ＆ Mullen, M. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research, 6(1), 53-60.
Hsu, P.-H. (2014). Research on Cross-Strait E-sport Industry (2011~2013)—An Examination with the National Competitive Advantage Theory. (Master), National Taiwan University, Taipei, Taiwan.
Hu, L. T., ＆ Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: a Multidisciplinary Journal, 6(1), 1-55.
Hubbard, J., ＆ Mannell, R. C. (2001). Testing competing models of the leisure constraint negotiation process in a corporate employee recreation setting. Leisure Sciences, 23(3), 145-163.
Jeng, S.-P., ＆ Teng, C.-I. (2008). Personality and motivations for playing online games. Social Behavior and Personality: an International Journal, 36(8), 1053-1060.
Jonasson, K., ＆ Thiborg, J. (2010). Electronic sport and its impact on future sport. Sport in Society, 13(2), 287-299.
Kaplanidou, K., Jordan, J. S., Funk, D., ＆ Rindinger, L. L. (2012). Recurring sport events and destination image perceptions: Impact on active sport tourist behavioral intentions and place attachment. Journal of Sport Management, 26(3), 237-248.
Katz, E., Haas, H., ＆ Gurevitch, M. (1973). On the use of the mass media for important things. American Sociological Review, 38(2), 164-181.
Kline, R. B. (1998). Principles and Practice of Structural Modeling. New York, NY: Guilford Press.
Kwon, H. H., Trail, G., ＆ James, J. D. (2007). The Mediating Role of Perceived Value: Team Identification and Purchase Intention of Team-Licensed Apparel. Journal of Sport Management, 21(4), 540-554.
Lee, D., ＆ Schoenstedt, L. J. (2011). Comparison of eSports and Traditional Sports Consumption Motives. ICHPER-SD Journal of Research, 6(2), 39-44.
Lee, S. W., An, J. W., ＆ Lee, J. Y. (2014). The Relationship between e-Sports Viewing Motives and Satisfaction: The Case of League of Legends. Paper presented at the International Conference on Business, Management ＆ Corporate Social Responsibility (ICBMCSR'14) Indonesia.
Lee, T.-Y. (2014). The Comparative Study of the Competitive Advantages of e-Sports Industry in Taiwan and South Korea. (Master), National Cheng Kung University, Tainan, Taiwan.
Ma, S.-M., Tan, Y., Ma, S.-C., ＆ Liou, T.-L. (2012). Relationship between sedentary and active leisure participation among Midwestern college students. South African Journal for Research in Sport, Physical Education ＆ Recreation, 34(1), 107-122.
Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370-396.
Maslow, A. H., Frager, R., Fadiman, J., McReynolds, C., ＆ Cox, R. (1970). Motivation and Personality. New York, NY: Harper ＆ Row.
Olympic Council of Asia. (2007). Macau 2007 2nd Asian Indoor Games Handbook.
Pai, P., ＆ Arnott, D. C. (2013). User adoption of social networking sites: Eliciting uses and gratifications through a means–end approach. Computers in Human Behavior, 29(3), 1039-1053.
Papacharissi, Z., ＆ Rubin, A. M. (2000). Predictors of Internet use. Journal of Broadcasting ＆ Electronic Media, 44(2), 175-196.
Pyun, D.-Y., Han, J.-W., ＆ Kim, T.-H. (2009). An exploratory study of developing the motivation scale for e-sports consumption. Korea Journal of Sports Science, 18(1), 549-559.
Ridinger, L. L., ＆ Funk, D. C. (2006). Looking at gender differences through the lens of sport spectators. Sport Marketing Quarterly, 15(3), 155-166.
Rubin, R. B., Perse, E. M., ＆ Barbato, C. A. (1988). Conceptualization and measurement of interpersonal communication motives. Human Communication Research, 14(4), 602-628.
Rubin, R. B., ＆ Rubin, A. M. (1992). Antecedents of interpersonal communication motivation. Communication Quarterly, 40(3), 305-317.
Sangwan, S. (2005). Virtual community success: A uses and gratifications perspective. Paper presented at the Proceedings of the 38th Hawaii International Conference on System Sciences, Washington, DC.
Schwartz, N. (2014). 27 million people watched the 'League of Legends' World Championship. (http://ftw.usatoday.com/2014/12/league-of-legends-worlds-viewership-esports-world-series-nba-finals).
Seo, Y., ＆ Jung, S.-U. (2014). Beyond solitary play in computer games: The social practices of eSports. Journal of Consumer Culture, 1-21. doi: 10.1177/1469540514553711
Shaw, A. (2014). E-sport Spectator Motivation. (Doctor), George Mason University, Fairfax, VA.
Sherry, J. L. (2007). Violent video games and aggression: Why can’t we find effects. In W. Preiss, B. M. Gayle, N. Burrell, M. Allen ＆ J. Bryant (Eds.), Mass Media Effects Research: Advances through Meta-analysis (pp. 245-262). Mahwah, NJ: Lawrence Erlbaum Associates Publishers.
Sherry, J. L., Lucas, K., Greenberg, B. S., ＆ Lachlan, K. (2006). Video game uses and gratifications as predictors of use and game preference. In P. Vorderer ＆ J. Bryant (Eds.), Playing Video Games: Motives, Responses, and Consequences (pp. 213-224). Mahwah, NJ: Erlbaum.
Sjöblom, M. (2015). Watching others play: a uses and gratifications approach to video game streaming motives. (Master), Aalto University, Espoo, Finland.
Smock, A. D., Ellison, N. B., Lampe, C., ＆ Wohn, D. Y. (2011). Facebook as a toolkit: A uses and gratification approach to unbundling feature use. Computers in Human Behavior, 27(6), 2322-2329.
Spreng, R. A., MacKenzie, S. B., ＆ Olshavsky, R. W. (1996). A reexamination of the determinants of consumer satisfaction. The Journal of Marketing, 60(3), 15-32.
Sun, S., Rubin, A. M., ＆ Haridakis, P. M. (2008). The role of motivation and media involvement in explaining Internet dependency. Journal of Broadcasting ＆ Electronic Media, 52(3), 408-431.
Tang, C.-Y. (2008). The Development and Strategies of Electronic Sports. (Master), National Taiwan Sport University, Taichung, Taiwan.
Trail, G. T., Anderson, D. F., ＆ Fink, J. S. (2000). A theoretical model of sport spectator consumption behavior. International Journal of Sport Management, 1(3), 154-180.
Trail, G. T., Fink, J. S., ＆ Anderson, D. F. (2003). Sport spectator consumption behavior. Sport Marketing Quarterly, 12(1), 8-17.
Trail, G. T., ＆ James, J. (2001). The motivation scale for sport consumption: Assessment of the scale's psychometric properties. Journal of Sport Behaviour, 24(1), 108-127.
Wagner, M. G. (2006). On the Scientific Relevance of eSports. Paper presented at the Proceedings of the 2006 International Conference on Internet Computing ＆ Conference on Computer Games Development (ICOMP), Las Vegas, NV.
Wang, Q., Fink, E. L., ＆ Cai, D. A. (2008). Loneliness, gender, and parasocial interaction: A uses and gratifications approach. Communication Quarterly, 56(1), 87-109.
Wang, R. T., Zhang, J. J., ＆ Tsuji, Y. (2011). Examining fan motives and loyalty for the Chinese Professional Baseball League of Taiwan. Sport Management Review, 14(4), 347-360.
Wann, D. L. (1995). Preliminary validation of the sport fan motivation scale. Journal of Sport ＆ Social Issues, 19(4), 377-396.
Wann, D. L., Grieve, F. G., Zapalac, R. K., ＆ Pease, D. G. (2008). Motivational profiles of sport fans of different sports. Sport Marketing Quarterly, 17(1), 6.
Weiss, T. (2011). Fulfilling the Needs of eSports Consumers: A Uses and Gratifications Perspective. Paper presented at the Proceedings of the 24th Bled eConference “eFuture: Creating Solutions for the Individual, Organisations and Society, Bled, Slovenia.
West, R. L., ＆ Turner, L. H. (2013). Introducing Communication Theory: Analysis and Application. New York, NY: McGraw-Hill.
Whiting, A., ＆ Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362-369.
Wimmer, R. D., ＆ Dominick, J. R. (2013). Mass Media Research (10th ed.). Boston, MA: Cengage learning.
Witkowski, E., Hutchins, B., ＆ Carter, M. (2013). E-sports on the rise?: Critical considerations on the growth and erosion of organized digital gaming competitions. Paper presented at the Proceedings of The 9th Australasian Conference on Interactive Entertainment: Matters of Life and Death, New York, NY.
Witt, P. A., ＆ Bishop, D. W. (1970). Situational antecedents to leisure behavior. Journal of Leisure Research, 2(1), 64-77.
Yang, P., Harrison, B., ＆ Roberts, D. L. (2014). Identifying patterns in combat that are predictive of success in moba games. Paper presented at the Proceedings of the Foundations of Digital Games 2014 Conference (FDG 14), Liberty of the Seas, Caribbean.
Yee, N. (2006). Motivations for play in online games. CyberPsychology ＆ Behavior, 9(6), 772-775.
Zhai, G., Fox, G. C., Pierce, M., Wu, W., ＆ Bulut, H. (2005). eSports: Collaborative and synchronous video annotation system in grid computing environment. Paper presented at the Seventh IEEE International Symposium on Multimedia, Washington, DC.
Zopf, M. (2015). A Comparison Between the Usage of Flat and Structured Game Trees for Move Evaluation in Hearthstone. (Master), Technische Universität Darmstadt, Darmstadt, Germany.