本研究根據電腦中介傳播領域當中之超人際關係（Hyperpersonal）概念與使用與滿足理論，從閱聽人的角度來探討足球迷關注足球員Twitter的使用行為，以及關注足球員Twitter的使用動機，和使用過後的滿足程度。本研究總計調查492名足球迷，當中有275名有關注足球員的Twitter的使用行為。研究結果發現，足球迷透過足球員Twitter關注足球員消息，對球員所產生的好感度大於透過新聞媒體管道進行關注。同時，所獲得的工具性滿足與娛樂性滿足皆大於透過新聞媒體關注足球員消息。此外，話題性動機對各種使用後滿足程度有明顯的關聯性。

Why football fans follow football players on Twitter? This study base on Hyperpersonal( Walther , 1996 ) and Use and Gratifications theory to find out that why football fans want to follow football players on Twitter, how they follower football players on Twitter, include how often and which Twitter function they used. Also the research want to know that after following, how much gratifications do football fans get.
In this paper, the survey has been completed online by 492 football fans. 275 of them have followed football players on Twitter. The research find out that football fans follow football player’s Twitter may experience greater levels of intimacy, which higher than follow football players’ new from news media. Besides, follow football players on Twitter could get more gratifications like instrumentalgratifications and entertaining gratifications those compare with follow football players’ news from news media. And all of the gratifications have strong connection with information and topicalitymotive.

中文摘要 ------------------------------------------------------------------------------------------------- i
英文摘要 ------------------------------------------------------------------------------------------------ ii
第 壹 章 緒論 --------------------------------------------------------------------------------------- 1
第一節 研究背景與動機 ----------------------------------------------------------------- 1
第二節 研究目的 ----------------------------------------------------------------------------- 5
第三節 研究問題 ----------------------------------------------------------------------------- 6
第 貳 章 文獻探討 ------------------------------------------------------------------------------- 7
第一節 Twitter介紹與相關研究回顧 ---------------------------------------------- 7
第二節 何謂名人 --------------------------------------------------------------------------- 12
第三節 超人際關係 ----------------------------------------------------------------------- 13
第四節 使用與滿足理論 ---------------------------------------------------------------- 16
第五節 研究架構 --------------------------------------------------------------------------- 25
第 參 章 研究方法 ----------------------------------------------------------------------------- 27
第一節 研究方法的選擇 ---------------------------------------------------------------- 27
第二節 問卷設計 --------------------------------------------------------------------------- 27
第三節 抽樣與問卷蒐集方式 -------------------------------------------------------- 29
第四節 問卷執行與回收 ---------------------------------------------------------------- 31
第 肆 章 資料分析 ----------------------------------------------------------------------------- 39
第一節 研究樣本分析 ------------------------------------------------------------------- 39
第二節 量表信度分析 ------------------------------------------------------------------- 51
第三節 研究假設驗證 ------------------------------------------------------------------- 55
第 伍 章 研究結論與建議 ------------------------------------------------------------------ 69
第一節 研究結論 --------------------------------------------------------------------------- 69
第二節 研究限制與建議 ---------------------------------------------------------------- 73
參考文獻 ---------------------------------------------------------------------------------------------- 77
附錄一 正式問卷 ------------------------------------------------------------------------------- 87

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