曲棍球運動觀賞行為模式之研究

The Study on Pattern of Hockey Watching Behavior

邱懋峮(Mao-Chun Chiu)

《輔仁大學體育學刊》 17期 (2018/07) Pp. 114-129

摘要

目的：本研究旨在探討參與曲棍球運動觀賞之現況，進而驗證計畫行為理論運用於曲棍球運動觀賞之態度、主觀規範及行為控制知覺對行為意圖之影響情形。方法：研究運用問卷調查法蒐集樣本資料，以臺中市梧棲曲棍球場106年市長盃曲棍球錦標賽現場觀眾為研究對象，於2017年3月10日至11日，對曲棍球運動觀賞者進行便利抽樣250份，扣除無效問卷13份，共得有效問卷237份，有效問卷率94.8%。資料分析以SPSS12.0統計軟體進行敘述性統計分析瞭解樣本結構。進而運用Amos21.0進行收斂效度、區別效度與模型適配度考驗。結果：研究結果顯示：曲棍球運動觀賞之樣本中以男性、有運動代表隊經驗者為主；曲棍球運動觀賞之參與者的態度對行為意圖達顯著影響（路徑係數=.23*）；主觀規範對行為意圖達顯著影響（路徑係數=.31*）；行為控制知覺對行為意圖達顯著影響（路徑係數=.33*）。結論：（一）受試樣本對觀賞曲棍球運動抱持正向的態度，提升參與曲棍球運動觀賞之態度，則對於行為意圖會有正向之影響；（二）受試樣本主觀認為重要參考群體贊同參與觀賞曲棍球運動，而提升參與曲棍球運動觀賞之主觀規範，則對於行為意圖有正向之影響；（三）受試樣本知覺參與曲棍球運動觀賞並無阻礙因素存在，且提升參與曲棍球運動觀賞之行為控制知覺，對於觀賞曲棍球運動的行為意圖亦有正向之影響。

關鍵字

曲棍球運動 ； 計畫行為理論 ； 行為控制知覺

並列摘要

The study aims to investigate the current hockey watching situation and further to verify the influence on behavior intention of applying the planned behavior theory on hockey watching attitude, subjective norm, and perceived behavior control. Study method: adopted questionnaire method to collect the sample data; took the onsite audiences of ＂106 Mayor's Cup Hockey Tournament＂ that hold in Wuqi Hockey Stadium of Taichung City as investigation object and sampled 250 onsite audiences from March 10^(th) of 2017 to March 11^(th) of 2017 with the result of 13 pcs invalid questionnaires and 237 pcs valid questionnaires, the effective questionnaire rate was 94.8%; the data was analyzed by SPSS12.0 software with the method of descriptive statistics analysis to master the samples structure, and adopted Amos21.0 to test the convergent validity, discriminant validity and model adaptation. Result: the investigation results shown the males and the person who has experience in sports teams were the main samples; the attitude of participant had obvious influence on behavior intention (path coefficient=.23*); the subjective norm had obvious influence on behavior intention (path coefficient=.31*); the perceived behavior control had obvious influence on behavior intention (path coefficient=.33*). Conclusion: (I) the tested samples kept a positive attitude and improved their own watching attitude will have a positive influence on the behavior intention of hockey watching; (II) the tested samples subjectively thought the significant reference groups endorse them to participate hockey watching, and enhanced their subjective norm will have a positive influence on the behavior intention of hockey watching; (III) the tested samples perceived participate hockey watching without any barriers and improved their own perceived behavior control will also have a positive influence on the behavior intention of hockey watching.

並列關鍵字

Hockey ； Planned behavior theory ； Perceived behavior control

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