從參與式傳播觀點探索魅力因子之研究──以中華職棒資深球迷現場觀賞行為為例

A Case Study on the Attractiveness Factors Based on the Perspective of Participatory Communication to Investigate Viewing Behavior of Chinese Professional Baseball Game Goers

本研究旨在探討職業棒球運動在傳播上所呈現的魅力，結合參與式傳播概念與理論加以分析魅力因素的影響，以魅力工學探討現場觀看中華職棒球賽之魅力因子，運用魅力工學之評價構造法（EGM）進行實際訪談資深忠實球迷，透過深入訪談結果發現，歸納職業棒球運動傳播魅力包括「喜歡球員」、「現場氣氛」、「休閒活動」、「球團活動」、「支持球隊」、「熱愛棒球」等魅力因素，觀眾在現場觀看參與球賽會讓人有「緊張刺激感」、「熱血沸騰感」、「舒壓休閒感」、「興趣吸引人」、「參與感」的親身感受體驗。本研究盼從多角度、系統性的運動傳播魅力評價分析吸引熱愛運動球迷的重要因素，以利職棒運動推廣與傳播，提供實質性的支持和建議。

This Study Aims To Explore The Attractiveness Of Professional Baseball In Communication, Integrating Concepts And Theories From Participatory Communication In The Analysis Of The Influence Of These Factors By Applying Miryoku Engineering On Live Chinese Professional Baseball Games, And Using The Evaluation Grid Method (Egm) In Miryoku Engineering To Carry Out Actual Interviews With Longtime Loyal Fans. These In-Depth Interviews Reveal That The Attractiveness Of Professional Baseball Can Be Categorized Into The Following Miryoku Factors: ''The Athletes'', ''Live Atmosphere'', ''Leisure Activity'', ''Team Events'', ''Team Support'', And ''Love Of Baseball''. Audience Participating In A Live Game Can Experience Senses Of ''Suspense'', ''Excitement'', ''Relaxation '', ''Participation'' And ''Sense Of Participation''. This Study Hopes To Apply Multi-Angled And Systematic Analysis On The Key Factors That Attract Sports Fans In Evaluation Of The Miryoku In Sports Media, So As To Provide Substantive Support And Suggestions For Facilitating The Promotion And Media Dissemination For Professional Baseball.