棒球隊選手對棒球賽事之負面訊息、觀賞動機及滿意度

Negative messages, Motivations, and Satisfactions about Chinese Professional Baseball League (CPBL) on Baseball Players in Taiwan

目的：探討高中職及大專棒球隊選手對棒球賽事之負面訊息、觀賞動機及滿意度，研究對象為高中職棒球隊選手177人，大專棒球隊選手231人，合計408人，方法：採用問卷調查法，研究工具為「棒球隊選手對棒球賽事之負面訊息、觀賞動機及滿意度」問卷，資料分析以描述性統計、單因子變異數分析及驗證性因素分析等。結果：一、超過90%以上高中職及大專棒球隊選手知道中華職棒之 負面訊息。二、高中職棒球隊選手對棒球賽事之觀賞動機會因就讀年級、就讀地區及過去一年觀賽次數而有所差異，但大專棒球隊選手對棒球賽事之觀賞動機不會因其他因素而有所差異。三、高中職棒球隊選手對棒球賽事之滿意度會因就讀年級、就讀地區及過去一年觀賽次數而有所差異，但大專棒球隊選手對棒球賽事之滿意度不會因其他因素而有所差異。結論：（一）超過90%以上高中職及大專校院棒球隊選手，對職棒負面訊息有所瞭解，但並未產生負面抵制行為；（二）低年級高中職棒球隊選手對棒球賽事之觀賞動機高於高年級棒球隊選手；（三）低年級高中職棒球隊選手對棒球賽事之滿意度高於高年級棒球隊選手。建議職棒球團可藉由與球迷的關係，提升其對球隊之認同感，以減少負面訊息所產生之負面效益。此外，建議球團應將職棒賽程平均安排至各區球場，並整修東部球場，以提升選手對棒球賽事之觀賞動機及滿意度。

The purpose of this study was to understand to what degree the negative messages, motivations and satisfactions about baseball events have influences on baseball players in senior high schools and colleges in Taiwan. The subjects were 408 baseball players consisting of 177 players at senior high schools and 231 players at colleges. The questionnaire was used to collect the data, and the instrument was the influence degree of the negative messages, the motivations, and the satisfactions about the baseball events on the baseball players. Those data were analyzed by descriptive statistic, t-test, One-way ANOVA, and confirmatory factor analysis (CFA). The results were as in the following: 1. Over 90% baseball players at the senior high schools and colleges understood the negative messages of Chinese Professional Baseball League (CPBL). 2. The influence of the motivations and the satisfactions about the baseball events to the senior high players was relatively different by the grade, the location, and the frequency of watching CPBL. In addition, the motivations and satisfactions about the baseball events on the collegial players were not affected by the grade, the location, and the frequency of watching CPBL. In conclusion, 1. Over ninety percent players at the senior high schools and colleges understood negative messages for CPBL and they wouldn't have negative behaviors accordingly. 2. The motivation to watch CPBL for the lower grade players was stronger than that for the higher grade players. 3. The satisfaction to watch CPBL of the lower grade players was stronger than that of higher grade players. It suggested that CPBL needed to improve the relationships with the players of senior high schools and colleges, and to seek the recognition from the players to reduce negative effects of the negative messages about CPBL. Furthermore, it also suggested that CPBL arrange the game fields fairly around Taiwan. The most important of all was to fix the baseball fields in Eastern Taiwan for future baseball competitions.