鳳山體育館SBL超級籃球聯賽男女現場觀眾觀賞行為意圖模式之恆等性檢定

Assessing Measurement Invariance of Behavior Intention Model for Feng Shan Gymnasium SBL Basketball League between Male and Female Audience

徐茂洲(Mao-Chou Hsu) ； 葉明如(Ming-Ju Yeh)

《運動休閒管理學報》 9卷2期 (2012/12) Pp. 1-21

https://doi.org/10.6214/JSRM.201212_9(2).0001

摘要

本研究以Ajzen（1985）計畫行為理論為基礎，研究目的為檢定此模式在男女觀眾群體間之測量的恆等性。本研究以立意取樣進行抽樣，有效樣本共318份，以SPSS 12.0與AMOS 19.0進行描述性統計與結構方程模式分析，研究結果發現：一、本研究模式期望共變異數矩陣與樣本共變異數矩陣無差異；二、行為態度對行為傾向、主觀規範對行為傾向、知覺行為控制對行為傾向均達到顯著水準。三、多群組分析檢驗男女族群之測量模式、結構模式、共變數模式、結構模式殘差、測量誤差恆等性，結果發現皆無顯著差異。

關鍵字

計畫行為理論 ； 結構方程模式 ； 多群組分析

並列摘要

Based on the Theory of Planned Behavior Ajzen (1985) as the theory background, The research purpose was to examine the measurement invariance of the model between male and female audience. With purposive sampling, 318 effective samples were collected for descriptive statistical analysis Samples were analyzed with SPSS for Windows 12.0, and the cause and effect relationships within the model were examined through a Structural Equation Modeling (SEM) by AMOS19. The study results found (1).There has been no variance between the covariance matrix and sample covariance matrix; (2).The attitude , subjective norm and perceived behavioral control of the respondents positively affected their behavior intentions (3).Multiple- group analysis that male and female audiences evaluated their model , and relative comparison showed no significant difference in measurement weight, structural weights, structural covariances, structural residuals, measurement residuals.

並列關鍵字

theory of planned behavior(TPB) ； Structural equation modeling(SEM) ； Multiple- group analysis

參考文獻

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