本研究是以觀賞職棒動機與觀後滿意度為主要變數,瞭解運動網民在觀賞動機、觀後滿意度,並探討這些變項與年齡、教育程度和婚姻狀況上的差異情形,與對職棒未來發展期望的情形。本研究是以瀏覽運動網站並曾親至現場觀賞職業棒球比賽的使用者,並自願上網填寫問卷者為研究範圍,共得有效問卷五百二十份。研究結果為(一)在觀賞動機:最受球迷重視的因素為「球賽過程」,其次是「球員表現」,第三是「球團形象」,第四是「個人因素」,最不重視的為「其他因素」。在各因素的差異分析上,有差異群體存在的題目有五個,分別是「球員表現」、「球團形象」、「個人因素」、「球賽過程」與「其他因素」。(二)在觀後滿意度:最受球迷滿意的因素為「球賽活動」,其次為「參與人員」,第三為「其他因素」,最不滿意的為「球場硬體」。在各因素的差異分析上,有差異群體存在的題目有四個,分別是「球場硬體」、「球賽活動」、「參與人員」與「其他因素」。(三)在職棒未來發展期望:以「合併成單一聯盟」所佔的比例最大,其次為「合作共存」。
The study that used the professional baseball of watching motivation and level of satisfaction after watching were primary variance and conferred the sports web site users of behavior. The purpose of this study were to understand the sports web sites users of watching motivation and level of satisfaction after watching, and to confer these different variances with age, education and marriage, and the development of professional baseball in the future. The study of range was Internet, and the users that skim over the sports web site appreciated the baseball game in the ballpark and volunteered to fill in the questionnaires on the web. The effective questionnaires were five hundred twenty numbers. The conclusions and results were shown as follow: 1.As for motivation of watching, watching motivation in proper order were ”process of baseball game”, ”performance of players”, ”baseball of organization”, ”personality factor”, ”the others factor” dimensions. In the analysis of difference factors, there were five different groups, were ”performance of players”, ”baseball of organization”, ”personality factor”, ”process of baseball game” and ”the other factor”. 2.As for satisfaction level after watching, level of Satisfaction after watching in proper order were ”activity of game”, ”joining person”, ”other factor”, ”the field” dimensions. In the analysis of difference factors, there were four different groups, were ”the field”, ”activity of game”, ”joining person” and ”the other factor”. 3. As for the development of professional baseball in the future, most of proportion was ”merging a league”, the second was ”cooperation of living”.