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

• Main Authors: YANG JIA LIN, 楊佳霖
• Other Authors: LIN YI TANG
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/44650391141405529670

碩士 === 玄奘大學 === 資訊傳播研究所 === 95 === 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