體育愛好者對於過頂內容服務平台之訂閱與持續使用意向—以中華職棒球迷為例

Abstract

棒球對臺灣人而言有著無法分割的情感，隨著科技的進步，觀看球賽之選擇愈來愈多元，球迷不僅能透過現場觀賽，也能透過許多不同管道進行球賽觀賞，像是有線電視與線上串流服務，而在疫情期間，球迷面臨無法現場觀賞球賽的狀況，因此轉播更顯得特別重要。在疫情之下，在線上串流的營收也成為球隊的一項收入來源。2022年，在影音內容平台的使用趨勢上，中華職棒各支球隊在其中一個平台—Twitch也開始各自佈局球隊頻道。本研究旨在探討球迷採用Twitch觀看之動機，並以使用與滿足理論為基礎，探討體育球迷在過頂內容服務平台(Live Streaming Platform)之訂閱與持續使用意向。本研究於網路社群平台收集立意樣本，共有136份有效樣本，進行統計分析後，發現便利操縱性(convenient navigation)、放鬆(relaxation)、獲得與球隊相關的小道消息與資訊尋求(voyeurism and information seeking)是球迷選擇Twitch這樣的過頂內容平台觀看球賽最主要且顯著的原因，且對平台這樣的使用滿足可對於該平台訂閱與持續使用意向具有正向且顯著之影響。然而，本研究以「球隊認同」做為干擾變數的效果，並未呈現顯著影響。

對於實務貢獻而言，便利操縱性、放鬆、獲得與球隊相關的小道消息與資訊尋求等這三項使用與滿足因數，顯示著球團在營運平台、開創自製頻道時，更需被聚焦與留意，尤其在球團與OTT平台的合作方面需更重視這些環節。當這些使用與滿足能夠符合球迷真正所需，則採用的意願才能夠逐漸提升，並增加球隊的營利與收入，讓未來的運動產業與OTT產業都能有好的發展。Taiwanese people have inseparable emotion on baseball. With the development of technology, there are more and more options to watch sport games. Fans can watch the game not only in person, but also through many different channels, such as cable TV and over the-top (OTT) streaming services. During the pandemic, fans could not join the ball game in person, broadcasting thereby has become especially important as it provides fans opportunities to participate in games without concerning getting virus.In the pandemic era, the revenue from online streaming has become a critical approach to generate revenue. In 2022, CPBL teams have also begun to have their own channels on one of the streaming platforms, Twitch. Drawing on uses and gratification theory, this study leveraged purposive sampling strategy to recruit 136 valid samples for main data analysis. The analysis found that convenient navigation, relaxation, voyeurism and information seeking were the main motivations which drove fans watching the ballgame on OTT service platform. Moreover, platform satisfaction had positive and significant impact on subscription and continuation intention. However, the moderating effect of team identification was found insignificant on the proposed relationships.In practice, convenient navigation, relaxation, voyeurism and information seeking had positive and significant impact on satisfaction, suggesting that corporations need to be more focused on the online channel operations, especially when collaborating with OTT service platforms. When fans’ needs can be met, their willingness to subscription and continuation will be increased. And this in turn will help corporations to promote team's profit.