Abstract
The purpose of this study was to find out the audience motives on behaviors after watching the professional baseball game through television broadcasting. The data of 295 answers were analyzed by the frequency analysis, factor analysis, one-way ANOVA, correlation analysis, and regression analysis by using SPSS Ver. 15.0. Following results were obtained through above analysis. First, the differences of audience motives on the frequency of watching baseball games were followed by more than 5 times, 4 times, 2 times, 3 times, 1 time in the acquisition of knowledge and the entertainment factors. Second, the behavior after watching on the frequency of watching baseball games were above 5 times, 4 times, 2 times, 3 times, 1 time. The differences of behavior after watching baseball games on the preference of TV station were followed by SBS, OBS, MBC, KBS(first to last). Third, the achievement, acquisition of knowledge, and entertainment that were sub-factors of audience motives had significant influences on behavior after watching baseball games.
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