臺灣科技大學學生參與超級籃球聯賽現場觀賞意圖之研究：計畫行為理論驗證

Exploring the Intention of Sport Consumers' Game Attendance among National Taiwan University of Science and Technology Students: The Verification of the Theory of Planned Behavior

10.29534/JBSTSPES.201003.0004

李永祥(Yong-Hsiang Lee)

計畫行爲理論 ； 行爲意圖 ； Theory of Planned Behavior ； Behavioral Intention

海峽兩岸體育研究學報

4卷1期（2010 / 03 / 01）

35 - 55

繁體中文

本研究旨在運用Ajzen(1985, 1991)的計畫行爲理論，做爲研究架構，用來預測並解釋大學學生參與超級籃球聯賽現場觀賞的行爲意圖。本研究採便利取樣，以台灣科技大學學生爲研究對象，總計發出260份問卷，有效問卷237份，有效回收率91%。研究工具爲研究者以Ajzen (2002)所推薦的問卷編制方法，依開放式引導問卷填答的結果自編而成的結構式問卷。所得資料以描述性統計、皮爾森積差相關及多元階層複迴歸分析等統計方法進行分析，研究結果發現：一、態度、主觀規範與知覺行爲控制三者間有顯著正相關，且對意圖具有53%解釋量。二、態度、主觀規範、知覺行爲控制與其信念之間呈顯著正相關。三、過去行爲與平時有打籃球習慣可在三個理論變項外，增加對意圖解釋變異量。四、計畫行爲理論應用在參與超級籃球聯賽現場觀賞行爲意圖之研究上，比理性行爲理論更合適。本研究利用屬於多重屬性的理性行爲理論及計畫行爲理論來進行研究，將可以洞悉運動消費者選擇的背後原因，甚至可用做市場區隔的基礎。希望能藉由改變信念、強化正面的態度、透過重要參考群體的人員影響力以及提供有利的內、外在因素，促使研究對象參與超級籃球聯賽現場觀賞行爲的發生。

In this study, the theory of planned behavior was used to better understand university students' intentions to attend a sport event. Data were obtained from 237 university students enrolled in physical education classes of National Taiwan University of Science and Technology using convenience sampling. Primary findings were: (a) after controlling for the habit of playing basketball, independent variables accounted for 68% unique variance in intentions. (b) attitudes, subjective norms, perceived behavioral control, previous behavior and the habit of playing basketball were positively related to intentions, with the former three variables accounting for the most of explained variance. (c) attitudes, subjective norms and perceived behavioral control were shown to be related to appropriate sets of salient behavioral, normative and control beliefs about the behavior. (d) This study supported the hypothesis that the TPB was better than TRA on predicting the behavioral intention regarding sport consumers' game attendance. Results are discussed in relation to theoretical extensions, practical implications and future directions.

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