超級籃球聯賽運動觀賞者行為模式之恆等性檢定──計畫行為理論驗證

Assessing Measurement Invariance of Behavior Model for Super Basketball League (SBL) Audiences -- Validation for Theory of Planned Behavior (TPB)

10.6194/SCS.2016.41.05

葉明如(Ming-Ju Yeh)；徐茂洲(Mao-Chou Hsu)

多群組分析 ； 不變性 ； 交叉效度 ； multi-group analysis ； invariance ； cross validity

運動教練科學

41期（2016 / 03 / 01）

43 - 59

繁體中文

本研究目的以計畫行為理論為理論基礎來驗證參與超級籃球聯賽現場之運動觀賞者之行為模式。方法：研究對象為超級籃球聯賽現場之運動觀賞者，本研究以問卷調查方式，進行資料處理及描述性統計，並以結構方程模式（SEM）分析不同年度（2013年與2014年）所調查的樣本資料做多群組分析，驗證這兩群樣本的研究模式的效度延展性。結果：研究模式中，自變項對依變項有其直接效果；態度對行為傾向；知覺行為控制對行為傾向均達顯著水準，所以假設一、二、三成立。不同年度（2013年與2014年）超級籃球聯賽運動觀賞者行為模式全等，兩群樣本的研究模式具有效度延展性。結論：根據研究結果提出建議在正規球賽時間暫停或是換場時間增加餘興表演、針對家庭推出套票或專屬特價優惠、鼓勵球團或球員在臉書、推特或微博等即時通訊網頁成立粉絲團藉此提升S超級籃球聯賽現場之運動觀賞者之行為意圖。

The purpose of this research based on the theory of planned behavior, to verify the behavior model of scene audiences on SBL. Method: research objects are scene audiences on SBL. Through the way of questionnaire survey, for data processing and descriptive statistics, to verify the validity extension of research model between two groups of samples. Result: in research mode, independent variable affects dependent variable directly; attitude affects behavioral; tendency perceived behavioral control affects behavioral tendency reached a new high. Thus Hypothesis I, II and III are true. It is congruent for behavior model of live audiences on SBL in different years (2013 ~ 2014). The research mode of two groups of samples has validity extension. Conclusion: according to the result, it is suggested to add side show during time-out/ interval in standard match; launch family ticket or exclusive special offers; encourage the team or player to set up fans club on real-time communication webpage, such as FaceBook, Twitter and Micro Blog etc., to upgrade behavior intention of live audiences on SBL.

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