國人參與海外運動觀光行為模式之研究

A Study on the Behavior Pattern of Taiwanese People in Sport Tourism Abroad

賴英嘉(Ying-Jai Lai) ； 鄭桂玫(Kuei-Mei Cheng)

《運動與觀光研究》 5卷1期 (2016/06) Pp. 24-36

https://doi.org/10.6198/Sports.2016.5(1).24-36

摘要

本研究以計畫行為理論(Theory of Planned Behavior, TPB)為理論基礎，探討態度、主觀規範與知覺行為控制對行為意圖之影響，藉此建構國人出國參與運動觀光之行為模式。本研究採用問卷調查法，以立意取樣的方式進行問卷發放，研究對象為年滿18歲且設籍於臺灣之旅客，共發放350份正式問卷，剔除無效問卷後，得有效問卷313份，有效問卷率為89.43%，問卷回收後，以統計軟體SPSS 12.0與AMOS 20.0進行資料建檔與分析，包含描述性統計及結構方程模式進行資料分析；研究結果顯示：一、人口統計部分：性別以男性180人最多(佔57.5%)；年齡以「19-30 歲」235人最多(佔75.1%)；職業以學生173人最多(佔55.3%)；預計花費以「$10,001-$20,000」186 人最多(佔59.4%)；預計停留天數以停留「4-7 天」190人最多(佔60.7%)；居住地以居住「北部」130人最多(佔41.5%)；二、態度對行為意圖有顯著影響；三、主觀規範對行為意圖無顯著影響；四、知覺行為控制對行為意圖有顯著影響。

關鍵字

計畫行為理論 ； 海外運動觀光 ； 行為意圖

並列摘要

Based on the theory of planned behavior (TPB), the aim of this study is to develop a behavior pattern regarding Taiwanese people in sport tourism abroad, by discussing the various behavior intentions (BI) affected by different attitudes (AT), subjective norms (SN) and perceived behavioral controls (PBC). This study adopted the questionnaire survey method, whereby the researcher issues questionnaires in the way of purposive sampling to 350 Taiwanese travelers who are 18 years old and above. After eliminating invalid questionnaires, the researcher received 313 valid ones for a valid rate of 89.43%. The software of SPSS 12.0 and AMOS 20.0 are used for data building and analysis, including the methods of descriptive statistics and structural equation modeling. The results of the study are presented as follows: 1. The demographic statistics of the survey: regarding the gender of the subjects, 180 of them are male (comprising 57.5%); regarding the age, 235 of them are between 19 and 30 years old (comprising 75.1%); regarding occupation, 173 of them are students (comprising 55.3%); regarding the amount of the expense while traveling, 186 of them are between $10,001 and $20,000 (comprising 59.4%); regarding the days of staying abroad, 190 of them are between 4 and 7 days (comprising 60.7%); and regarding the residence of the subjects, 130 of them come from Northern Taiwan (comprising 41.5%); 2. The AT has a significant influence on the BI; 3. The SN does not have a significant influence on the BI; and 4. The PBC has a significant influence on the BI.

並列關鍵字

theory of planned behavior (TPB) ； sport tourism abroad ； behavior intention