墾丁運動觀光客行為傾向模式在男女群體上之測量恆等性檢定

Assessing Measurement Invariance of Kenting Sports Tourist Behavioral Intention Model

陳思妤(Ssu-Yu Chen) ； 徐茂洲(Mao-Chou Hsu) ； 李福恩(Fu-En Li)

《休閒產業管理學刊》 5卷3期 (2012/12) Pp. 1-21

https://doi.org/10.6213/JLRIM.2012.5(3)1

摘要

水域運動觀光在臺灣已逐漸興起，有許多學者也針對運動觀光的議題加以研究，本研究中得知運動觀光市場有明顯成長，同時帶動相關產業的發展，帶來可觀的利潤。本研究以墾丁水域動觀光客為對象，採用計畫行為理論建構墾丁水域觀光客行為傾向模式。本研究以問卷調查方式，有效問卷400份。資料處理以SPSS for Windows 12.0進行資料處理及描述性統計，並以AMOS19.0進行結構方程模式（SEM）之資料分析。分析結果顯示（1）期望共變異數矩陣與樣本共變異數矩陣無差異。（2）態度、主觀規範、行為控制知覺對行為傾向達顯著影響（3）不同性別族群之運動觀光客測量模式、結構模式、共變數模式，皆無顯著差異。最後根據分析結果提出建議，以提供相關單位及後續研究者未來之參考。

關鍵字

運動觀光 ； 測驗恆等性 ； 計劃行為理論

並列摘要

Sport tourism in water recreational areas has gained its popularity in Taiwan and various scholars in Taiwan have examined sports tourism issues and believe that there are significant growth opportunities for sports tourism. Meanwhile, relevant industries have also been developed, huge profits have been generated, and fierce competition in the tourism market has begun. This study investigates sports tourists in the water recreational areas of Kenting and uses the theory of planned behavior to construct a behavioral intention model for sports tourism in this section of the industry. A structural questionnaire was used to collect data. This study collected 400 valid survey. The sample were analyzed using SPSS for windows 12.0 and the cause and effect relationships within the model were examined using structural equation modeling (SEM) by Amos 19.0. This result indicate (1) verifying that there has been no variance between the covariance matrix and sample covariance matrix of sports tourists in water recreational areas of Kenting in the behavioral intention model.(2) that attitude (AT), subjective norm (SN), perceived behavioral control (PBC) , have significant effects on behavioral intention (BI).(3) To test multi-group invariance for the gender, and relative comparison showed no significant difference in measurement weight, structural weights, Structural covariance of both marriage status. Based on the research results, this study proposes concrete suggestions with the goal of providing references for the marketing strategies of the government and organizations related to the sports industry.

並列關鍵字

sports tourism ； measurement invariance ； theory of planned behavior

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