台灣民眾使用遠距媒體之行為研究—以美國職棒大聯盟網路電視（MLB.TV）為例

學生：楊佳霖 　　 指導教授：林亦堂
　 　　


玄奘大學資訊傳播所碩士班


摘　　　　　要


本研究旨在探討台灣民眾使用遠距媒體之行為，以美國職棒大聯盟網路電視（MLB.TV）為檢測對象，並提出行為模式。根據「使用與滿足」的概念性模式，本研究邏輯性推導出「使用動機 → 涉入度 → 滿意度 → 再參與意願」之理論模式。為驗證此使用者的心理歷程模式，本研究採用問卷法，調查台灣民眾使用遠距媒體之行為，資訊科技的分析單位為美國職棒大聯盟網路電視。

本研究之資料分析係採結構模式分析法(LISREL)來檢定四項指標（使用動機、涉入度、使用滿意度、再參與意願）。驗證結果得出下列結論：
一、台灣民眾使用MLB.TV最大的動機為「收看所支持的球隊轉播」；
二、台灣民眾透過網路參與MLB.TV行為模式獲得支持；
三、台灣民眾使用MLB.TV網站後滿意程度與再參與意願皆相當高；
四、使用動機不同，使用者對網站涉入的程度也隨之有差異；
五、資訊系統使用後的滿意度會影響其再參與意願。


關鍵字：使用與滿足理論、涉入理論、遠距媒體、網路電視

The Behavior Model for Taiwan People Using Internet Television Program
— A Case Study of MLB.TV, USA


Student：YANG JIA LIN 　 Advisors：Dr. LIN YI TANG

Graduate Studies of Information and Communication
Hsuan Chuang University

ABSTRACT

The purpose of this study is to investigate the behavior model of Taiwan people using internet to participate in media network. According to the model of “uses and gratifications”, the conceptual model of “motivation → involvement → contentment → the willingness for more participation” is logically deduced. In this current study, we adopt the
questionnaire investigation method. The analyzed unit is the website of MLB.TV (Major League Baseball Television) originated from the USA.

Using the LISREL analysis method this study examine the
measurement model and structure model. As the result, we discover that Taiwanese: 1. When participating in media network through Internet, the strongest motivation is watching broadcast of his/her favorite; 2. The Taiwan people behavior model of participating in the media network through Internet is supported; 3.After using MLB.TV, the degree of gratification and the willingness for more participation are both of a superior grade; 4. With the motivation difference, the involvement degree of the users to the website also varies accordingly; 5.The contentment after using the information system will also influence their willingness for future participation; 6. The cause and effect that influencing the degree of gratification.


Key Words: Uses and Gratifications, Involvement Theories, Telemedia, Internet TV

目錄

中文摘要………………………………………………………….….…...….i
英文摘要（Abstract）…………………………………………….….….…iii
謝誌………………………………………………………………….......…..v
目錄…………………………………………………………………………vi
表目錄……………………………………………………………………..viii
圖目錄………………………………………………………………………ix

第一章、緒論……………………………………………………………….1
第一節、研究背景與動機………………………………………………..1
第二節、研究目的與問題………………………………….…………….5
第三節、研究步驟…………………………………………….………….6

第二章、文獻探討…………………………..………….……...……………8
第一節、使用與滿足理論……...…………………………..…………….8
第二節、使用者動機…………………..………………………………..26
第三節、使用者滿意度…………...…………………………………….40
第四節、涉入理論………………………………….…….…………..…44

第三章、研究方法………………….…………………….………………..52
第一節、研究假設與研究架構……………………………….………...52
第二節、各項變數的定義與測量………….…………….……………..58
第三節、網路問卷調查法………………………….…….……………..60
第四節、問卷的前測………………………………….………………...64
第五節、正式問卷與資料蒐集………………….……….……………..67

第四章、資料分析…………...……..……………………….…….....…….71
第一節、資料整理………………………………………..……………..71
第二節、統計圖表分析…………………………………….…………..73
第三節、研究問卷信度、效度檢定…………………………….……95
第四節、研究模式適配度檢定……………………….………………99
第五節、研究模式各變數間的因果分析…………………...…………101

第五章、結論與建議…………………....……………………....……….103
第一節、結論………………………………..…………………………105
第二節、研究限制與建議................................107

參考文獻…………………………………..……………….……………..109
附錄一 問卷內容………………………………………….……………..119

中文部分：

王佳煌等譯（2003）。《當代社會研究法：質化與量化途徑》。台北：學富。
（原著王佳煌等譯, W. L. 〔2000〕. Social research methods: Qualitative
and quantative approaches. New York: Pearson education.）
吳統雄 (1985)。〈態度與行為研究的信度與效度：理論、應用、反省〉。《民意學術專刊》，夏季號，頁29-53。
李美華等譯（2004）。《社會科學研究方法》。台北：時英。（原著 李美華等譯, E. 〔2001〕. The practice of social research. New York: Wadsorth.）
邱皓政 (2002)。量化研究統計分析。台北：五南圖書出版公司。
林生傳 (1996)。教育心理學。臺北：五南圖書。
林靈宏 (1994) 。消費者行為學。臺北：五南圖書。
周文賢、李宏達（1992）。市場調查與行銷策略研擬。台北：華泰文化事業有限公司。
周倩、林華（1997）。《電腦網路與傳播問卷調查》，「中華傳播學會1997
年學術研討會」論文。台灣，台北。
周繼祥、周祖誠、莊伯仲（2001）。台北市網路族市政參與行為之研究。政專題研究報告第305 號。台北市政府研究發展考核委員會。
姚政宏 (2000) 。數位壓縮音樂檔的使用與滿足：以MP3為例。元智大學電機與資訊工程研究所碩士論文。
翁秀琪 (1996) 。大眾傳播理論與實證。台北：三民書局。
張宜慶 (1998) 。電腦網路德菲研究系統之建構及其可行性研究。國立交通大學傳播所碩士論文。
張春興 (1989) 。張氏心理學辭典 (初版) 。東華書局。
張春興 (1993) 。現代心理學 (二版) 。東華書局。
陳云云等譯（2003）。《特新大眾傳播理論》。台北：韋伯。（原著McQuail,
D. 〔2000〕. Mass Communication Theory: An introduction, 4th ed.
London: Sage）
陳亞珍 (2002) 。組織內使用者涉入與知識管理系統成功之影響因素。國立中正大學資訊管理學系碩士論文。
陶振超(1996)。台灣地區全球資訊網─WWW使用者調查。交通大學傳播研究所碩士論文。
游智雯 (2001) 。網路健康資訊的使用與滿足–從網路與閱聽人特性之觀點
探討。國立中正大學電訊傳播研究所碩士論文。
黃振家等譯（2002）。《大眾媒體研究—導論》。台北：學富。（原著Wimmer, R. D. & Dominick, J. R. 〔2000〕. Mass media research: An introduction. New York: Wadsword.）
黃登榆 (1997) 。網路色情現象初探：從閱聽人的角度談起。政治大學新聞研究所碩士論文。
蔡珮 (1995) 。電子佈告欄使用行為與社會臨場感研究－以台大計中BBS站為例。國立交通大學傳播科技研究所碩士論文。
鄭伯勳 (1992) 。消費者心理學。臺北：大洋書局。
羅美玲（民87）。電子報讀者之動機分析。私立元智大學資訊傳播研究所碩士論文。
蕭銘鈞（民87）。 台灣大學生網路使用行為、使用動機、滿足程度與網路成癮現象之初探。國立交通大學傳播研究所碩士論文。


西文部分：

Adams, J. S. (1963). Toward an understanding of inequity, Journal of Abnormal & Social Psychology, 67, 422-436.
Allport, G. W. (1963). Pattern and Growth in Personality. New York: Holt.
Reinhart and Winston.
Amabile, T.M., Hill, K.G., Hennessey, B.A., & Tighe, E.M. (1994). The work preference inventory: Assessing intrinsic & extrinsic motivational orientations. Journal of Personality & Social Psychology, 66(5), 950-967.
Anderson, E.W. & Sullivan, M.W. (1993). The antecedents & consequences of
customer satisfaction for firms. Marketing Science, 12(2), 125-143.
Atkinson, J. W. (1980). An Introduction to Motivation. New York: D. Van Nostrand Company.
Bagozzi, R. P. & Yi, Y., (1988). On the evaluation of structural equation models. Academic of Marketing Science, 16, 76-94.
Bailey, J. E. & Pearson, S. W. (1983). Development of a tool for measuring and analyzing computer user satisfaction. Management Science, 29(5), 530-545.
Baroudi, J.J. & Orlikoski, W.J. (1988). A short-form measure of user information satisfaction：A psychometric evaluation and notes on use, Journal of Management Information System, 4(3), 44-59.
Blackwell, D. R., Miniard, P. W., & Engel, J. F. (2001). Consumer Behavior (9th ed.). Harcourt, Inc.
Bloch, P. H. & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47, 69-81.
Bradbury, D. & Felesthal, N. (1991). What Do We Know About the Audience for Cable Television? A Uses and Gratifications Analysis of Cable Decliners, Basic Cable Subscribers, and Pay Cable Subscribers. Paper presented at the annual meeting of the Speech Communication Association, Atlanta, GA.
Celsi, R. L. & Olson, J. C. (1988). The role of involvement in attention and
comprehension processes. Journal of Consumer Research, 15 ( September) , 234-262.
Clarke, K. & Belk, R. W. (1979). The effects of product involvement and task
definition on anticipated consumer effort. Advances in Consumer Research, 6(2), 313-318.
Crosby, L. A., Evans, K. R. & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(2), 68-82.
Deci, E.L. & Ryan, R.M. (1985). Intrinsic Motivation & Self-Determination in Human Behavior. New York: Plenum.
Dolich, I. J. (1969). Congruence relationships between selfimage and product
brands. Journal of Marketing Research, 6(1), 80-84.
Doll, W.J. & Torkzadeh, G. (1988). The measurement of end-user computing satisfaction. MIS Quarterly, 12(2), 259-274.
Dugree, Jeffrey F., Connor, G. C. O., & Veryzer, R. W. (1996). Observations:
Translating values into product wants. Journal of Advertising Research,
36(6), 93.
Eighmey, J. (1997). Profiling user responses to commercial web sites. Advertising Research, 37(3), 59-66
Eighmey, J. & McCord , L. ( 1998 ). Adding value in the information age, uses
& gratifications of sites on the World Wide Web. Journal of Business
Research, 41, 187-194.
Garbarino, E. & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.
Garramone, G. M., Harris, A. C., & Anderson, R. (1986). Uses of political computer bulletin boards. Journal of Broadcasting & Electronic Media, 30(3), 325-339.
Gatian, A. W. (1994). Is user satisfaction a valid measure of system effectiveness. Information & Management, 26(3), 119-131.
Guimaraes, T., Igbaria, M. & Lu, M. (1992). The determinants of DSS success：An integrated model. Decision Sciences, 23(2), 409-428.
Hackman, J. R., & Lawler, E. E. (1971). Employee reactions to job characteristics. Journal of Applied Psychology, 55, 256-286.
Hahha, N. & Wozniak, R. (2001). Consumer Behavior. 1th, Prentice-Hall, Inc.
Hawkins, D. I., Best, R. J. & Coney, K. A. (2001). Consumer Behavior-Building Marketing Strategy. 8th, The McGraw-Hill Companies, Inc.
Herzberg, F., et al. (1957). Job Attitudes: Review of Research & Opinion. Pittsburgh: Psychological Service of Pittsburgh.
Houston, M. J. & Rothschild, M. L. (1978). Conceptual & methodological
perspectives in involvement, in S. Jain (Ed.) Research Frontiers in Marketing: Dialogues & Directions, Chicago: America Marketing Association, 184-187.
Howard , J.A. & Sheth, J.N.(1969). The Theory of Buyer Behavior. New York: John Wiley & Sons, Inc.
Igbaria, M, Guimaraes, T. & Davis, G. B. (1994). Testing the determinants of
microcomputer usages via a structual equation model. Journal of Management Information System, 11(4), 87-114.
Ismail, S. (1993). Ecological Dissonance in Participation Systems as a Predictor of Job Satisfaction, Job Involvement, Job Alienation & Job Formalization. (Doctoral dissertation, Mississippi State University, 1992)
Ives, B., Olson, M.H., & Baroudi, J.J. (1983). The measurement of user information satisfaction. Communications of the ACM, 26(10), 785-793.
James, Y. L. & Yap, C. S. (1996). Information systems effectiveness: a user
satisfaction approach. Information Processing & Management, 32(5), 601-610.
Jones, T. O. & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73(2), 88-99.
Katz, E., Blumler, J. G. & Gurevitch, M. (1974). Utilization of Mass Communication by the Individual: An Overview. In J. G. Blumler & E. Katz (Eds.). The Uses of Mass Communications: Current Perspective on Gratifications Research. Beverly Hills: Sage.
Kaye, B. K. (1998). Uses & gratifications of the World Wide Web: From couch potato to web potato. The New Jersey Journal of Communication, 6(1), 21-40
Kiesler, S. & Sproull, L. S. (1986). Response effect in the electronic survey.
Public Opinion Quarterly, 50: 402-413.
Krugman, H. E. (1965). The impact of television advertising, learning without
involvement. Public Opinion Quarterly, 29(Fall), 349-356.
Kuehn, S. A. (1994). Computer-mediated communication in instructional settings: A research agenda. Communication Education, 43, 171-183.
Laaksonen, P. (1994). Consumer Involvement: Concepts and Research, London; New York: Routledge.
Lamb, Jr. C. W., Hair, Jr. J. F., & McDaniel, C. (1998). Marketing, 4th ed.,
Cincinnati, Ohio: South-Western College Publishing.
Laudon, K. C. & Laudon, J. P. (1991). Management Information Systems:
Organization and Technology, 2th ed.
Leavitt, C., Greenwald, G. A., & Obermiller, C. (1981). What is low involvement low in? In K. B. Monroe (Ed.), Advances in consumer research (pp.15-19). Ann Arbor, Mich: Association for Consumer Research.
Levy, M. R. & Windahl, S. (1984). Audience activity and gratifications: A
conceptual clarification and exploration, Communication Research, 11(1), 51-78.
Locke, E.A.(1969). What is job satisfaction? Organizational Behavior & Human Performance, 4(3), 309-336.
Maslow Abraham H. (1970). Motivation and Personality. New York: Harper & Row, Publishers, 35.
Massey, K. B. (1995). Analyzing the uses & gratifications concept of audience
activity with a qualitative approach, Media encounter during the 1989
Loma Prieta Earthquake Disaster. Journal of Broadcasting & Electronic
Media, 39, 326-349.
Melone, N. P. (1989). A theoretical assessment of the user satisfaction construct in information systems research. Management Science, 36(1), 76-91.
Mittal , V., Kumar, P. & Tsiros, M. (1999). Attribute-level performance, satisfaction, & behavioral intentions over time: A consumption-system approach. Journal of Marketing, 63(2), 88-101.
Muehling, D. D., Laczniak, R. N., ＆ Andrews, J. C.(1993). Defining,
Operationalizing, and Using Involvement in Advertising Research: A Review. Journal of Current Issues and Research in Advertising, 15(1), 21-28.
Palmgreen, P. (1984). Uses & gratifications: A theoretical perspective. In R.
Bostrom (ed.). Communication Yearbook 8, 20-55.Beverly Hills, CA,
Sage.
Palmgreen, P. & Rayburn, J. D. (1985). A Comparison of Gratification Models
of Media Satisfaction. Communications Monographs, 52, 334-346.
Palmgreen, P., Wenner, L. A. & Rosengren, K E.( 1985 ). Uses & Gratifications Research, the Past Ten Years. In K. E. Rosengren, L A. Wenner, & P. Palmgreen (Eds.). Media Gratifications Research, Current Perspectives, 11-37.Beverly Hill, SAGE.
Parasuraman , A., Zeithaml, V. A., & Berry, L.L. (1996). The behavioral consequences of service quality, Journal of Marketing, 60(2), April.
Ray, M. L. (1973). Marketing Communication and the Hierarchy-of-Effects,
Cambridge, Mass: Marketing Science Institute.
Reichheld, F.F. & Sasser, W.E. (1990). Zero Defections: Quality Comes to Services. Harvard Business Review, 68(2), 105-111.
Rogers, E. (1986). Communication technology: The new media. New York, Free Press.
Rosengren, K. E. (1974). Uses & Gratifications: A Paradigm Outlined. In J. G. Blumler & E. Katz (Eds.), The Uses of Mass Communications: Current
Perspectives on Gratifications Research, 269-286. Beverly Hills, CA: Sage.
Rubin, A. M. (1979). The television use by children and adolescents. Human
Communication Research, 5, 109-120.
Rubin, A. M. (1981). A multivariate analysis of 60 Minutes’ viewing motivations. Journalism Quarterly, 58, 529-534.
Rubin, A. M. (1984). Ritualized and instrumental television viewing. Journal of Communication, 34(3), 67-77.
Rubin , A. M.(1994). Media Uses & Effects, a Uses & Gratifications
Perspective. In J. Bryant & D. Zillmann (eds.), Media Effects: Advances in
Theory & Research, 417-436. Hillsdale, NJ, Lawrence Erlbaum Associates, Inc.
Rubin, A. M. & Perse, E. M. (1987). Audience activity and television new
gratification. Communication Research, 14, 58-84.
Ruggiero, T. E. (2000). Uses & Gratifications Theory in the 21st Century. Mass Communication & Society, 3(1), 3-37
Rushinek, A. & Rushinek, S. F. (1986). What makes users happy? Communications of the ACM, 29(7), 594-598.
Salmon, C. T. (1986). Perspectives in Involvement in Consumer and Communication Research. In B. Dervin and M. J. Voight（Eds.）, Progress in Communication Sciences, 7, 243-268, NY: Ablex.
Schiffman, L. G. & Kanuk, L. L. (2000). Consumer Behavior, 7th, Prentice Hall, Inc.
Sheizaf, R. (1986). The electronic bulletin board: A computer-driven mass medium. Computer and the Social Sciences, 2(3), 123-136.
Sproull, L. S. (1986). Using electronic mail for data collection in organizational research. Academy of Management Science, 29(11): 159-169.
Thomsen, S. R. (1996). “@Work in cyberspace”: Exploring practitioner use of the PRForum, Public Relations Review, 22(2), 115-131.
Vroom, V. H. (1964). Work & Motivation. N. Y.: John Willey & Sons, Inc.
Williams, F., Philips, A., & Lum, P. (1985). Gratifications Associated with New Communication Technologies. In K. E. Rosengren, L. A. Wenner, & P. Palmgreen (Eds.), Media Gratifications Research, Current Perspectives, 241- 252.Beverly Hill, CA, Sage.
Wimmer, R. D., & Dominick, J. R. (1997). Mass Media Research: An Introduction, 137-138. Belmont: Wadsworth Publishing.
Zaichkowsky, J. L.(1985). Measuring the involvement construct. Journal of
Consumer Research, 12(4), 119-121.