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研究生:楊佳霖
研究生(外文):YANG JIA LIN
論文名稱: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
論文名稱(外文):The Behavior Model for Taiwan People Using Internet Television Program — A Case Study of MLB.TV, USA
指導教授:林亦堂林亦堂引用關係
指導教授(外文):LIN YI TANG
學位類別:碩士
校院名稱:玄奘大學
系所名稱:資訊傳播研究所
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:129
中文關鍵詞:使用與滿足理論涉入理論遠距媒體網路電視
外文關鍵詞:Uses and GratificationsInvolvement TheoriesTelemediaInternet TV
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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
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