| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 97 === The main purpose of this study was to explore the relationship among viewers' mo-tivation, satisfaction, and loyalty watching CPBL and MLB games. The subjects of the investigation were college students in Central Taiwan to whom questionnaires were dis-tributed, and a total of 308 valid questionnaires were analyzed. Analysis methods used include reliability and validity analysis, descriptive statistics, t-test of independent sam-ples, multiple stepwise regression analysis, and etc. Main discoveries made in the study are as follow:
1. As for motivation of watching,watching motivation in proper order were “the attrac-tion of games”, ”to fulfill personal interest”, “viewing for recreation”, ”to enrich life”, ”viewing for social interaction and personal needs” for watching CPBL and MLB games of college students.
2. As for satisfaction level after watching, level of satisfaction after watching were “ac-tivity of game”, and ”joining person” for watching CPBL and MLB games of college students.
3. As for loyalty of watching above of medium degree, for watching CPBL and MLB games of college students.
4. There are significant differences between watching CPBL and MLB games on view-ers' motivation, satisfaction, and loyalty of college students.
5. Viewers' motivation has significant positive influence on their satisfaction.
6. Viewers' satisfaction has significant positive influence on their loyalty.
At the end of the paper, the study results were discussed and summarized, and relevant suggestions were proposed for professional baseball league operators and fol-low-up researchers.
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