以計畫行為理論探討淡江大學學生參與超級籃球聯賽現場觀賞意圖之研究

Exploring the Intention of Sport Consumers' Game Attendance through the Theory of Planned Behavior: A Case Study of Tamkang University Students

余宗龍(Chung-Long Yu) ； 陳忠誠(Chung-Chen Chen) ； 吳佳怡(Chia-Yi Wu) ； 蔡明政(Ming-Cheng Tsai)

《大專體育學術專刊》 94年度 (2005/05) Pp. 241-255

https://doi.org/10.6695/AUES.200505_94.0023

摘要

本研究旨在運用Ajzen（1985, 1991）的計畫行為理論，來預測並解釋淡江大學學生參與超級籃球聯賽現場觀賞的行為意圖。本研究採立意取樣，以淡江大學學生為研究對象，總計發出250份問卷，有效問卷228份。研究工具為研究者以Ajzen（2002）所推薦的問卷編制方法，依開放式引導問卷填答的結果自編而成的結構式問卷。所得資料以描述性統計、皮爾森積差相關及多元階層複迴歸分析等統計方法進行分析，研究結果發現：一、態度、主觀規範與知覺行為控制三者間有顯著正相關，且對意圖具有53%解釋量。二、態度、主觀規範、知覺行為控制與其信念之間呈顯著正相關。三、過去行為與平時有打籃球習慣可在三個理論變項外，增加對意圖解釋變異量。四、計畫行為理論應用在參與超級籃球聯賽現場觀賞行為意圖之研究上，比理性行為理論更合適。本研究利用屬於多重屬性的理性行為理論及計畫行為理論來進行研究，將可以洞悉運動消費者選擇的背後原因，甚至可用做市場區隔的基礎。希望能藉由改變信念、強化正面的態度、透過重要參考群體的人員影響力以及提供有利的內、外在因素，促使研究對象參與超級籃球聯賽現場觀賞行為的發生。

關鍵字

計畫行為理論 ； 行為意圖

並列摘要

In this study, the theory of planned behavior was used to better understand university students' intentions to attend a sport event. Data were gathered from 228 university students enrolled in physical education classes using purposive sampling. Primary findings were: (a) after controlling for the habit of playing basketball, independent variables accounted for 68% unique variance in intentions. (b) attitudes, subjective norms, perceived behavioral control, previous behavior and the habit of playing basketball were positively related to intentions, with the former three variables accounting for the most variance. (c) attitudes, subjective norms and perceived behavioral control were shown to be related to appropriate sets of salient behavioral, normative and control beliefs about the behavior. (d) this study supported the hypothesis that the TPB was better than TRA on predicting the behavioral intention concerning sport consumers' game attendance. Results are discussed in relation to theoretical extensions, practical implications and future directions.

並列關鍵字

theory of planned behavior ； behavioral intention