屏東縣高中生觀賞林書豪行為模式之研究－計畫行為理論驗證

Research of a Behavioral Tendencies Model of Ping-Tung High School Student Spectators at the Game with Jeremy Lin: The Verification of the Theory of Planned Behavior

徐茂洲(Mao-Chou Hsu) ； 顏漢平(Han-Ping Yen)

《運動教練科學》 39期 (2015/09) Pp. 23-48

https://doi.org/10.6194/SCS.2015.39.03

摘要

本研究目的以計畫行為理論來驗證屏東縣高中生參與觀賞美國籃球聯盟林書豪球賽者之行為模式。同時文中探討態度、主觀規範、行為控制知覺與行為傾向的因果模式。研究對象為屏東縣完全中學的高中部學生。採立意抽樣方式針對高中生發放問卷，正試抽取樣本不同年度（2012年與2013年）各300名高中學生。本研究以問卷調查方式，進行資料處理及描述性統計，以「觀賞林書豪行為模式問卷」來進行調查，並以結構方程模式（SEM）分析不同年度（2012年與2013年）所調查的高中生樣本資料做多群組分析，驗證這兩群樣本的研究模式的效度延展性。研究結果：潛在變項的具有收斂效度與區別效度，將具有可接受的適配度。態度顯著影響行為意圖、主觀規範顯著影響行為意圖、知覺行為控制顯著影響行為意圖，2012與2013模式具有一致性。根據研究結果提出運用公益廣告模式，以國內職籃球員為主角，宣導運動觀賞作為平常生活休閒的選擇；塑造運動明星吸引國人喜愛觀賞職籃比賽，進而支持球隊。運用林書豪精彩球賽畫面、「林來瘋電影」紀錄片、美國新聞節目「60分鐘」等，讓喜愛籃球的年輕選手可以從中學習。以上相關建議，提供政府單位及業界參考。

關鍵字

結構方程模式 ； 多群組比較 ； 交叉效度

並列摘要

This study aims to employ theory of planned behavior to examine the behavior patterns of the high school students who watched the American Basketball League NBA game with Jeremy Lin. This research attempted to examine the model that illustrating the effects of Attitude (AT), Subjective Norm (SN), and Perceived Behavioral Control (PBC) on the Behavior Intention (BI) of the senior high school students who watched the American Basketball League NBA game with Jeremy Lin. The subjects were senior high school students who completed secondary school in Ping-tung County. The purposive sampling questionnaire for high school students was for the years 2012 and 2013 sample of 300 high school students. A structural questionnaire method was used to collect data for data analysis and descriptive statistics. The cause and effect relationships within the model were examined using the structural equation modeling explored for the years 2012 and 2013. To test multi-group analysis by these two group samples, results: latent variables with convergent validity and discriminant validity have an acceptable goodness of fit. Attitudes significantly affect behavioral intentions; subjective norms significantly affect behavioral intention; perceived behavioral control significantly affects behavioral intention. the consistency between the study in 2012 and 2013. According to the findings of the TPBs model applied to the domestic Professional Basketball Association as the subject, they advocate casual sports watching as ordinary entertainment choices, in order to guide sports stars to attract the domestic fans to their favorite professional basketball players, and then support, watch and view the team competition. What's more, it advocates broadcasting Lin's activities in Taiwan, his wonderful tournaments and documentary, and also ＂Lin crazy movie,＂ as well as American news program 60 Minutes; as a result, young basketball players can learn from such information. These research were provided to the government agencies and industry as reference.

並列關鍵字

structural equation modeling (SEM) ； multi-group analysis ； cross validation

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