| Summary: | 碩士 === 國立體育學院 === 休閒產業經營學系碩士班 === 94 === The development of professional sport websites will be the focus in the advent marketing campaign. According to extending technology acceptance model (TAM), by means of online questionnaire this study collected data from those users who used six professional baseball websites standing for respective professional teams, to predict the professional baseball website users’ perceived, attitude and behavior intention.
The result shows: (1) When it comes to the characteristics of the users of professional baseball websites, the ratio of men to women is 57:43, more than half (54.6%) subjects’ experience of using professional baseball websites is more than three years, 66% go on the Internet more than five times per week. (2) Through factor analysis three factors survived to be evaluated the quality of professional baseball websites: “information quality”, “interface design”, and “interaction”. (3) Through analysis of correlation and regression it is found that users’ perceived ease of use correlates significantly with the “information quality” and “interface design” of professional baseball websites; “information quality” and “interaction” correlates significantly with perceived usefulness; “information quality” and “interaction” correlates significantly with perceived playfulness. (4) Users’ perceived (usefulness, ease of use, and playfulness) correlates significantly with their attitude and behavioral intention.
Based on the results of this study, it is some implications for the managers of the professional baseball websites. It includes making the interface design fun or interesting and making the interaction easy to use.
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