SBL超級籃球聯賽現場觀眾觀賞行為模式之模型選擇與比較

Choices and Comparisons on Super Basketball League (SBL) Games Spectator Behavioral Models

林益弘(Yi-Hung Lin) ； 徐茂洲(Mao-Chou Hsu)

《International Journal of Lisrel》 6卷2期 (2013/09) Pp. 1-31

摘要

本研究目的以計畫行為理論（TPB）研究並不特別區分傳統模式與中介模式，因此本研究以將兩種計畫行為理論模型分開比較，以探討其中的差異。方法：本研究以392位參與超級籃球聯賽現場觀眾為樣本，探討態度、主觀規範及知覺行為控制對傳統模型與中介模型的影響是否有所不同。結果：兩個模型都有相當不錯的配適度，而以巢形結構的模型比較看來，傳統模型是較佳的模型。結論：未來相關研究者，可以不同運動項目觀賞行為模式之研究，建構更多元之觀賞行為模式，提供運動賽會經營與相關單位規劃之參考。

關鍵字

計畫行為理論(TPB) ； 運動觀賞

並列摘要

The research based on the Theory of Planned Behavior, the traditional model and intermediate model are not specifically differentiated. Given that, this study aims to compare two such models and understand their differences. Methods: A total of 392 Super Basketball League game on site spectators are taken as the research sample to investigate whether their attitudes, subjective norms, and perceived behavioral control will have different influences on the traditional and intermediate models. Results: that the two models both have a considerably high goodness-of-fit, while the nested SEM model analysis indicates the traditional model is better than the intermediate type. Conclusion: For the further researches could introduce more professional games in constructing a solid intention of viewing behaviors while the model could base on practical information to provide conferences of professional sports in managements and marketing.

並列關鍵字

Theory of Planned Behavior(TPB) ； Sport spectator