Public Acceptance-Donating Intention Relationship in Sport Donations: An Incentive Theory Perspective

運動捐贈接受度與捐贈意願之探究：誘因理論觀點

林怡秀(Yi-Hsiu Lin)

《臺灣體育學術研究》 70期 (2021/06) Pp. 45-56

https://doi.org/10.6590/TJSSR.202106_(70).04

摘要

Purpose: The purpose of this study was to investigate public acceptance of sport donation, the public's intention to donate, and the moderating effect of being an entrepreneur. Methods: Through purposive sampling, 163 entrepreneurs and 173 nonentrepreneurs were recruited. Confirmatory factor analysis and Cronbach's alpha were used to examine the validity and reliability of the measurements in this study. Results: Structural equation modeling revealed that public acceptance positively predicted donating intention. Furthermore, a two-group stacked model indicated a stronger public acceptance-donating intention relationship among entrepreneurs than among nonentrepreneurs. Conclusion: These findings contribute to the literature on sport industry policy and could provide valuable managerial guidance for government agencies.

關鍵字

sport industry development regulation ； sport industry ； sport donation ； public acceptance ； intention

並列摘要

目的：本研究目的為探討運動捐贈公共接受度與捐贈意願之關係，並檢視是否為企業家身份變數之調節效果。方法：本研究採立意取樣，共336參與者，其中企業家163位，非企業家173位。驗證性因素分析與內部一致性係數顯示本研究工具有良好效度與信度。結果：結構方程模式分析結果顯示，對於運動捐贈接受度正向解釋捐贈意願。此外，兩群體疊代模式顯示，企業家組的接受度在預測捐贈意願上相對於非企業家組有較強的路徑係數。結論：本研究發現能充實運動產業政策之學術實證佐證資訊，並提供政府相關機構之實務意涵。

並列關鍵字

運動產業發展條例 ； 運動產業 ； 運動捐贈 ； 公共接受度 ； 意圖

參考文獻

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