以計畫行爲理論探討足球員投注運動彩券之行爲意圖

Applies the Theory of Planned Behavior to Discussion the Behavioral Intention of Sports Lottery Betting in Soccer Players

邱奕文(Yi-Wen Chiu)

《輔仁大學體育學刊》 10期 (2011/05) Pp. 45-65

https://doi.org/10.29697/JPE.201105.0004

摘要

本研究目的：一、探討足球員人口統計變項與足球員參與運動彩券投注的行為態度、主觀規範、知覺行為控制及行為意圖之現況；二、探討不同人口統計變項之足球員投注運動彩券之行為態度、主觀規範、知覺行為控制及行為意圖之差異情形；三、探討足球員投注運動彩券之行為態度、主觀規範、知覺行為控制對行為意圖之預測情形。本研究之研究對象為2010年城市足球聯賽男子球員共180人，研究工具為足球員投注運動彩券行為意圖之調查問卷，所得結果以因素分析、描述性統計、單因子變異數分析及多元逐步迴歸分析進行各項統計考驗。研究結果顯示：足球員投注運動彩券者有年輕化的趨勢；足球員認為投注運動彩券能夠增添生活樂趣，且未來對於投注運動彩券抱持正面的態度；知覺行為控制、行為態度可有效預測足球員投注運動彩券之行為意圖。此外，本研究運用計畫行為理論了解足球員對於投注運動彩券時的現況及行為意圖，並提出過切的改進策略，以利未來作為推動運動彩券發行之依據。

關鍵字

足球 ； 行爲態度 ； 主觀規範 ； 知覺行爲控制

並列摘要

Purpose of this study: First, discussion the football players demographic variables, soccer players involved in sports lottery betting attitude towards the behavior, subjective norm, perceived behavioral control and behavioral intention status; The second, discussion the different demographic variables soccer players betting sports lottery the attitude towards the behavior, subjective norm, perceived behavioral control and behavioral intention differences; The third, discussion the soccer players betting sports lottery attitude towards the behavior, subjective norm, perceived behavioral control on the prediction of behavioral intentions. The object of this study is the 2010 City Football League players a total of 180 men. Research tool used a questionnaire for the soccer players betting sport lottery on the behavioral intention the, the results analysis by the factor analysis, descriptive statistics, One-way-ANOVA and multiple stepwise regression. The results as following: First, The soccer players betting sports lottery appeared younger trends; The second, soccer players betting sports lottery that can add fun of life, and hold a positive attitude on sports lottery betting for the future; The third, perceived behavioral control, attitude towards the behavior can predicted effective on the soccer players betting sports lottery behavior intentions. In addition, this study used the Theory of Planned Behavior to understanding the status and behavior intentions on soccer players betting sports lottery, and proposed improvement strategies appropriate for the benefit of future as a basis for promoting the sports lottery.

並列關鍵字

soccer ； attitude towards the behavior ； subjective norms ； perceived behavior control

參考文獻

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