柔道選手觀賞柔道比賽轉播行為之研究

A Study on the Behavior of Watching the Broadcast of the Judo Competition of Judo Players

張瀛云(YING-YUN CHANG)

指導教授 ： 許吉越 ； 王明月

朝陽科技大學/管理學院/休閒事業管理系/碩士(2018年)

摘要

本研究探討柔道選手觀賞柔道比賽轉播行為在主觀規範、電腦自我效能及科技接受模式等方面之關係，並以曾經參與過柔道運動之柔道選手為研究對象，共回收206份有效問卷。統計方法包含描述性統計、驗證性因素分析、偏最小平方法(PLS-SEM)等方法，以檢驗研究假設。本研究結果顯示：(一)觀賞柔道比賽轉播以男性、年齡在29歲以上、最高教育程度大學、段級為四段以上、最高運動成就為曾是/現役國家代表隊者最多；(二)科技接受模式應用至觀賞柔道轉播行為，各變項之間除了認知有用性對行為意圖無顯著相關性，其餘各變項皆達顯著效果；(三)科技接受模式加入外部變項後，應用至觀賞柔道比賽轉播，在主觀規範對認知有用性、認知易用性對認知有用性及認知有用性對行為意圖無顯著效果外，其餘皆達顯著效果。(四)柔道選手觀賞柔道比賽轉播行為在主觀規範、電腦自我效能及科技接受模式具有其因果關係。觀賞柔道比賽轉播之柔道選手認為使用柔道比賽轉播來觀賞柔道比賽是容易且值得的，可以更即時的進行觀賞，增加柔道運動曝光率，進而推展柔道運動，提升柔道運動人口。

關鍵字

科技接受模式 ； 偏最小平方法 ； 柔道

並列摘要

This study investigated the behaviors of judo players regarding the relationships between subjective norms, computer self-efficacy, and technology acceptance model while watching a broadcast judo game. This study drew on 206 valid survey responses from research participants, who were experienced judo players and had participated in judo related activities. The statistics methods for data analysis include descriptive statistics, confirmatory factor analysis, and PLS-SEM. This research yielded four findings: (1) the majority of the judo spectators were male judo players over 29 years old with the educational level of bachelor’s degree. Their average judo rank was above the fourth layer of black belt, and most of their highest sport achievements involved playing on a national team. (2) In terms of applying the technology acceptance model to watching a judo broadcast, all variables were significant except for cognitive usefulness. (3) Regarding the technology acceptance model and external variables applied to the behavior of watching the judo game, subjective norms, cognitive usefulness and cognitive ease of use demonstrated no significant relationship, nor did cognitive usefulness, cognitive ease of use, and behavioral intention. (4) A significant relationship among subjective norms, computer self-efficacy, and the technology acceptance model has been found in the behaviors of judo players while watching a judo game broadcast on television. These findings reveal that the research participants believed that watching a broadcast judo competition is an easy and worthwhile approach to enjoying the sport. Using this approach, people can both enjoy the most up-to-date judo games and increase the exposure of judo to further promote the sport, attracting more people to participate in judo.

並列關鍵字

Technology Acceptance Model TAM ； Partial Least Squares ； Judo

參考文獻

徐欽祥、曾智檉、何篤光（2013）。以科技接受模式和資訊系統成功模式探討大專運動會官網使用意圖。休閒運動保健學報，5，9-23。

鄭文惠（2013）。以理性行為理論探討資訊科技運用及組織氣候對知識分享行為之影響（未出版之碩士論文）。國立成功大學，臺南市。

Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological review, 84(2), 191-215.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. doi: 10.2307/249008

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.