職棒比賽現場觀賞行為意圖之研究－計畫行為理論之應用

A Study of the Attendance Intention toward Professional Baseball game-application of the Theory of Planned Behavior

許建民(Chien-Ming Hsu)

《國立體育學院論叢》 17卷4期 (2006/12) Pp. 11-24

https://doi.org/10.6591/JPES.2006.12.02

摘要

本研究的主要目的在應用計畫行為理論探索職棒現場觀賞行為之意圖，同時也探討過去經驗在理論模式中的適切性。研究調查共分為三個階段，第一階段旨在依循計畫行為理論量表發展流程篩選顯著信念，經由這些重要信念的獲得編擬預試問卷；第二階段為量表預試，透過項目分析選取決斷值大於3，並與總分相關大於.40的問項做為正式問卷之題目；第三階段為正式施測，以立意取樣方式選取400名大學生進行調查，有效問卷計304份。為瞭解計畫行為理論模式變項直接測量與間接測量對意圖的影響，本研究以多元迴歸分析考驗自變項對意圖的預測效果。結果發現直接測量模式對意圖的解釋力優於間接測量模式，其中又以知覺行為控制對意圖的影響最大，其次為態度，最小的則是主觀規範，不過這個結果和間接測量是有差別的。至於在外加變項方面，本研究以線性結構方程式考驗過去經驗對意圖的影響，結果發現過去經驗僅會透過態度、主觀規範和知覺行為控制影響意圖，對意圖並沒有直接的預測效果。

關鍵字

職棒 ； 現場觀賞意圖 ； 計畫行為理論

並列摘要

The purpose of this study was to predict and explain the attendance intention toward professional baseball game by using the theory of planned behavior. Also this study explored the appropriate position of past experience in this model. The research process was divided into three phases. The first phase followed the standardized process of the theory by collecting students' salient beliefs to develop the questionnaire used in this study. The second phase was to conduct a pre-test to select appropriate items for this study. Finally using a convenient sampling method, this study recruited 400 undergraduate students to collect data and 304 of them were valid. The collected data was analyzed by Person's product-moment correlation, hierarchical multiple regression analysis and liner structural equation. The results indicated that: (1) The total explained variance for the direct and the indirect measures were 55% and 42% respectively which meaned that the direct measure was superior to indirect measure. (2) Students' attendance intention was significantly predicted by attitude, subjective norm and perceived behavioral control. Among them, perceived behavioral control had the strongest effect on intention, following were attitude and subjective norm. (3) Past experience effected intention merely through attitude, subjective norm and perceived behavioral control, it did not have a direct effect on intention.

並列關鍵字

professional baseball ； attendance intention ； theory of planned behavior

參考文獻

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