| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 100 === This study was researched based on “Uses and Gratifications” theory. The main purpose of this study is to investigate the motivation and satisfactions of primary school teachers from different background watching Major League Baseball games. A convenience sampling was adopted in this survey. A total of 450 questionnaires were randomly provided to teachers in primary school, and 434 valid questionnaires were retrieved which overall response rate reached 96.44%. The consequence of the study is indicated research as follows： 1.Primary school teachers had slightly higher motivation than average in watching MLB programs, and the passionate extent of motivations in all perspectives are “attractions of game”, “enjoying the excitement”, “life enrichment”, and “social interaction” in order. 2.Primary school teachers had slightly higher satisfactions than average in watching MLB programs, and the passionate extents of motivations in all perspectives are “fascination of games”, “preference”, and “recreation” in order. 3.Different gender, the frequency of watching MLB program, and the fact that whether there’s a supporting team had evident impact on the viewers’ motivation; the three perspectives in watching MLB TV games experience showed remarkable divergence in “attractions of games”, “life enrichment” and “enjoying the excitement”; and the primary school teachers who had different watching habits showed significant motivation in “social interaction” and “enjoying the excitement”. 4. Different watching MLB TV games experience, different frequency of watching MLB program and the fact that whether there’s a supporting team had evident impact on the viewers’ motivation in all perspectives; different gender of primary school teacher showed significant satisfaction in “fascination of games” and “preference”. 5.The higher the motivation of primary school teachers in watching MLB, the more satisfaction they have. 6.Motivation in watching MLB TV programs shows evident positive correlation in satisfaction.
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