大學生觀賞美國職棒大聯盟的行為意圖模式

Behavioral Intention Model of College Students in Their Watching Major League Baseball Games

王月鶯(Yueh-Ying Wang) ； 李世昌(Shi-Chang Lee) ； 徐茂洲(Mao-Chou Hsu) ； 顏君彰(Chun-Chang Yen)

《大專體育學刊》 16卷3期 (2014/09) Pp. 297-310

https://doi.org/10.5297/ser.1603.004

摘要

本研究旨在探討現今大學生觀賞美國職棒大聯盟的意象及行為，其因在今日我國旅美球星人數持續增加和選手表現優異化，以及職業運動產業和運動傳播媒體型態的創新改變，會不會重新影響大學生觀賞運動的價值認知，進而影響大學生運動觀賞的行為模式，是目前運動組織重要分析的市場現況。故本研究係以Ajzen （1991）的計畫行為理論為基礎，利用大學生群體觀賞陳偉殷運動選手比賽系列時，進行相關問卷施測和調查，來瞭解我國大學生觀賞職業棒球的運動行為模式，將有效樣本443份資料做出相關分析，研究結果顯示：模式中態度、主觀規範、知覺行為控制對行為意圖的影響均達顯著。本研究結論：本研究利用信賴區間法，證實行為意圖對知覺行為控制與觀賞行為有中介效果之關係，研究之建議可提供相關單位做為實務管理和未來研究參考。

關鍵字

運動觀賞 ； 運動文化 ； 運動心理 ； 行為信念

並列摘要

This study aimed to explore the intention and behaviour of college students in their watching the Major League Baseball (MLB). The major reason is that the number of Taiwanese players in MLB has been increased due to their outstanding performance. In addition, the innovations in the professional sport industry and sports broadcasting may influences the value cognition of the college students in their sport-watching, and may eventually affect behaviour model in sports watching. This trend becomes a very important factor for sports organizations to analyze the current sports market situation. Based on the Theory of Planned Behaviour (Aizen, 1991), this study conducted a survey on a group of college students, who watched the games of Wei-Yin Chen, a Taiwanese MLB player, to understand the behaviour model of Taiwanese college students in their watching professional baseball games. The results from 443 valid samples showed that all independent variables, including attitude, subjective and norm perceived behavioral control showed significant effects on behavior intention. In conclusion, an additional confidence interval method was applied to verify whether a mediating effect existed between perceived behavioral control and behavior intention in this study, and a positive result was confirmed. Some research suggestions were raised for related sports organizations and future studies may necessary.

並列關鍵字

sports watching ； sports culture ； sports psychology ； behavioural belief

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