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以整合型科技接受模式分析運動App使用者的實際行為：行為意圖作為中介變項
Analyzing the Actual Behavior of Sports App Users Based on the Unified Theory of Acceptance and Use of Technology: Behavioral Intention as a Mediating Variable
Abstracts
隨著經濟迅速發展和生活水平提升，人們在追求身心健康方面日益重視，並將休閒時間投入觀賞運動等活動中。籃球在臺灣廣受喜愛程度僅次於棒球，大批的球迷進入球場觀賞比賽，而部分的觀眾則是透過電視和網路直播參與比賽。隨著智慧型手機的普及，運動品牌、電視臺、網路平臺等紛紛推出運動行動應用程式（application, app），成為主要資訊來源。因此，本研究目的在透過整合型科技接受模式（unified theory of acceptance and use of technology, UTAUT）分析app使用者的行為，包括：績效期望、努力期望、社會影響和促成條件等四項構面。以「NBA：直播比賽和比分」app之使用者為研究對象，回收有效問卷共計356份。研究結果顯示，使用者以男性298人（80.1%）占多數，年齡以21～30歲有156人（41.9%）為大宗；而績效期望、努力期望、社會影響等三項構面皆正向影響實際行為，其次，績效期望、努力期望、社會影響等三項構面皆會受到行為意圖之中介影響。本研究結論為研究結果可提供app開發者實務上的參考，讓app的使用上更貼近消費者的需求，進而促進運動app的發展。
Parallel abstracts
With rapid economic development and rising living standards, people are increasingly focusing on physical and mental health and spending their leisure time on activities such as spectator sports. Basketball is highly favored in Taiwan, second in popularity only to baseball. Many fans closely follow basketball and attend games in person, while some spectators enjoy matches through television and online live streams. The widespread use of smartphones has led sports brands, television stations, and online platforms to launch various sports mobile applications (apps), which have become major sources of information. The purpose of this study is to analyze the behavior of sports apps users based on the unified theory of acceptance and use of technology (UTAUT), focusing on four aspects: performance expectancy, effort expectancy, social influence, and facilitating conditions. The research subjects were app users of "NBA: Live Games & Scores". A total of 356 valid questionnaires were collected. The results indicate that the majority of users are male (298 people, 80.1%), with the largest age group being 21 to 30 years old (156 people, 41.9%). Performance expectancy, effort expectancy, and social influence all have a positive impact on actual behavior. Moreover, performance expectation, effort expectation, and social influence all have a mediating impact on behavioral intention. In conclusion, the findings of this study could provide practical insights for app developers, aligning app usage more closely with consumer needs and thereby promoting the development of sports apps.