以計劃行為理論剖析運動產業之消費者社會責任與購買意圖

Analysis of Consumer Social Responsibility and Purchase Intention in Sport Industry from the Perspective of Theory of Planned Behavior

陳信憲(Bryan H. Chen)；陳美華(Mei-Hua Chen)；戴沁琳(Chin-Lin Tai)

運動產業 ； 消費者社會責任 ； 計畫行為理論 ； sport industry ； consumer social responsibility (CnSR) ； theory of planned behavior (TPB)

交大體育學刊

16期（2020 / 12 / 01）

54 - 68

繁體中文

目的：本研究旨在探討運動產業消費者之消費者社會責任對其購買意圖之影響，採用計畫行為理論為研究模型來檢視其關係。方法：本研究以立意取樣的方式，針對6間臺北市與新北市國民運動中心的消費者進行問卷調查蒐集資料，總共發出720份問卷，回收601份有效問卷，所得資料使用SPSS與AMOS等統計套裝軟體進行資料處理，以描述性統計、驗證性因素分析及結構方程模式等進行資料分析。結果：運動消費者的態度、主觀規範、行為控制知覺及道德規範會正向影響其購買意圖，且擴充式計畫行為理論模型的配適度良好。結論：運動產業未來推展環保產品與企業社會責任產品時，可將購買行為形塑成一種正向且對社會環境負責的氛圍，有助於提高消費者的購買意圖。

Purpose: The purpose of this study was to investigate sport industry consumers' perceptions regarding consumer social responsibility (CnSR) and the influence of these perceptions on consumer purchase intention. The extended theory of Planned Behavior (TPB) was adopted as a structural model. Methods: A purposive sampling approach was applied to select a sample from sport center consumers in Taipei City and New Taipei City, Taiwan. In total, 720 sport center consumers were surveyed, yielding 601 complete and applicable questionnaires. The data were analyzed using descriptive statistics, analysis of variance, confirmatory factor analysis, and structural equation modeling. Results: The findings indicated that consumers' CnSR perception of positive attitude, subjective norms, perceived behavioral control, and moral norms positively affects purchase intention. Conclusion: These results confirm the usefulness of the extended TPB in predicting consumer purchase intention with respect to the sustainable design of sport products. Together, these findings suggest that building a positive and socially responsible image when designing sport products is crucial for the sport industry in promoting CSR products, and can be an effective means of increasing consumer purchase intention.

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