臺灣球迷線上收看中華職棒比賽行為意圖模式之研究－結合科技接受模式與計畫行為理論

Behavioral Intention Model of Taiwanese Fans Watching Chinese Professional Baseball Game Online

徐茂洲(Mao-chou Hsu) ； 吳兆欣(Chao-hsin Wu) ； 謝仁瑋(Jen-Wei Hsieh)

《運動研究》 26卷1期 (2017/06) Pp. 1-20

https://doi.org/10.6167/JSR/2017.26(1)1

摘要

本研究目的結合科技接受模式與計畫行為理論為理論基礎，驗證臺灣球迷線上收看中華職棒比賽行為意圖模式。本研究以SPSS 12.0進行敘述性統計並以Amos 20.0進行結構方程模式分析。研究以曾經使用過中華職棒線上轉播平台收看比賽轉播的球迷作為研究對象，以便利取樣之方式於網路施測問卷，正式問卷發出350份，回收有效問卷312份，問卷有效回收率為89.1%。研究結果自變項對依變項有其直接效果；行為態度對行為意圖；知覺有用性對行為態度；知覺易用性對行為態度；知覺易用性對知覺有用性路徑值；知覺有用性對行為意圖路徑值均達顯著水準。主觀規範對行為意圖；知覺行為控制對行為意圖路徑值未達顯著水準，所以假設二、三不接受。根據研究結果提出具體建議一、轉播平台與介面應簡潔且容易上手；二、提供更多元之註冊方式；三、維持並提供更多元之繳費方式；四、推出並優化可攜式行動裝置專用應用程式；五、進行使用者體驗問卷或行銷活動以提供政府與相關單位參考。

關鍵字

中華職棒大聯盟 ； 計畫行為理論 ； 科技接受模式

並列摘要

The aim of this study to combine the theoretical bases of the technology acceptance model and theory of planned behavior to verify the behavioral intention model of Taiwanese fans watching the Chinese Professional Baseball Game online. The study will adopted SPSS12.0 in descriptive statistics and Amos20.0 in the analysis of structural equation model. This study took the fans once using the Chinese Professional Baseball online rebroadcast platform in watching the game rebroadcast as its object through the method for convenience sampling by using the network questionnaire with 350 formal questionnaires issued and 312 valid questionnaires recovered, and the valid return rate is 89.1%. The independent variables of the study results have the direct effect on the dependent variables; behavioral attitude on the behavioral intention; perceived usefulness on the behavioral attitude; perceived ease of use on the behavioral attitude; path value of the perceived ease of use on the perceived usefulness; the path value of the perceived usefulness on the behavioral intention reaches very significant level. The path value of the subjective norm on the behavioral intention and the path value of the perceived behavioral control on the behavioral intention did not reach significant level, so the hypotheses II, III are unacceptable. According to the study results, the concrete suggestions were put forward as follows: first, the rebroadcast platform and interface should be simple and easily used; second, more diversified registration methods should be provided; third, more diversified payment methods should be maintained and provided; fourth, the specialized applications of portable mobile devices should be launched and optimized; fifth, carry out the user experience questionnaires or marketing activities to provide a reference for the government and the related units.

並列關鍵字

Chinese professional baseball league (CPBL) ； theory of planned behavior (TPB) ； technology acceptance model (TAM)

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