大學生參與高爾夫運動之行為傾向模式之研究

本研究目的以計畫行為理論(theory of planned behavior; Ajzen, 1985)為理論基礎，探討大仁科大學生參與高爾夫運動行為意圖模式。本研究方法以Amos進行資料結構方程模式分析收斂效度、區別效度、模型適配度與交叉效度。正試共計發放400份問卷，回收有效問卷396份，研究對象為大仁科大參與高爾夫運動學生。研究結果為：態度、主觀規範、行為控制知覺、行為傾向等四個變項均具有收斂效度、組成信度、平均變異數萃取量與區別效度，並具有良好適配度。態度顯著影響行為傾向、行為控制知覺顯著影響行為傾向、等假設均成立。綜合研究分析之結果，研究者針對態度、主觀規範與行為控制知覺等三個變項提出可行之措施建議，包括宣傳高爾夫與健康之關係、固定開設高爾夫專業課程及舉辦比賽、邀請高爾夫球界名人到校與學生互動、建置高爾夫課後社團及網路社群以集中愛好者、舉辦高爾夫親子育樂活動、建設校內小型高爾夫練習場或與校外業者簽訂合作優惠、建置二手球具交流平台。希冀藉由本研究之分析結果與討論建議，可供有意帶動高爾夫運動風氣之學校作為利用，並作為後續參考者更深入研究之基礎。

關鍵字

計畫行為理論；結構方程模式；交叉效度

並列摘要

This research aimed to discuss the behavioral intention pattern of Tajen University students participating in the golf on the theoretical basis of the theory of planned behavior (Ajzen, 1985). This research adopted the method of Amos to carry out the Data Structural Equation Model (SEM) to analyzing the convergent validity, discriminant validity, model fitness and cross validity, 400 questionnaires were issued formally, in which, 396 valid questionnaires were collected and the object of this research was the Tajen University students participating in the golf sports. The research result showed that four variables containing attitude, subjective norm, perceived behavioral control, and behavioral intention shall have the convergent validity, composite reliability, average variance extracted quantity, and discriminant validity, as well as good fitness. The attitude significantly influencing the behavioral intention, the perceived behavioral control significantly influencing the behavioral intention and other hypotheses were tenable. As to the results of the comprehensive research and analysis, the researcher puts forward feasible measures and suggestions for three variables of attitude, subjective norm and perceived behavioral control, including the propaganda of the relationship between golf and health, regularly opening golf specialized courses, organizing competitions, inviting the celebrities from the golf circle to school for interacting with students, establishment of golf association after class and network community focusing on gathering the amateurs, holding golf parent-child recreational activities, building small golf practice court inside the campus or signing the cooperation privileges with the dealers outside the campus, as well as the establishment of second-hand ball tools communication platform. It is in the hope of these analysis results, discussions and suggestions of this research able to be available for the schools with the intention of leading the golf sports atmosphere and to serve as the basis for the subsequent referrers engaged in deeper research.

並列關鍵字

Theory of planned behavior (TPB) ； Structural equation model (SEM) ； cross validity

參考文獻

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李淑華、黃美珍、徐茂洲 (2011)。大學生參與壁球運動行為傾向模式之研究。休閒產業管理學刊，4(3)，44-63。doi:10.6213/JLRIM.2011.4 (3)3

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大學生參與高爾夫運動之行為傾向模式之研究

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