中國大學生觀賞田徑賽事之行為意圖：計畫行為理論驗證

Behavioral Intention of Chinese College Students as Spectators at Track and Field Events: Validation of a Theory of Planned Behavior

蘇榮海(Rong-Hai Su) ； 徐茂洲(Mao-Chou Hsu)

《大專體育》 156期 (2021/03) Pp. 18-34

https://doi.org/10.6162/SRR.202103_(156).0003

摘要

本研究以計畫行為理論為理論基礎，加入涉入程度於模式中，目的在探討中國大學生現場觀賞田徑賽事之行為意圖模式，對中國田徑賽事未來發展年輕觀眾，提高觀眾上座率具有重要實際意義。來自13所大學的474名現場觀賞田徑賽事的大學生為調查對象，以計畫行為拓展模型為基礎，採用問卷調查法探究大學生現場觀賞田徑賽事行為意圖前因變數和行為意圖的關係。分析結果顯示：一、行為信念與結果評價、規範信念與依從動機，以及控制信念與知覺強度之間的乘積分別顯著正向影響大學生觀賽態度、主觀規範及知覺行為控制。二、大學生觀賽態度、主觀規範、涉入程度以及知覺行為控制顯著正向影響行為意圖。本研究結論：一、雖然間接測量法的解釋力較低，但間接測量的計畫行為理論模式凸顯信念，是行為態度、主觀規範、知覺行為控制的認知和情感基礎，更符合大學生觀賽行為意圖產生的實際過程。二、大學生觀賽行為意圖前因變數的重要性依次排序為知覺行為控制、涉入程度、主觀規範和態度，知覺行為控制對觀賽行為意圖的影響力最大，態度的影響力最小。三、除態度、主觀規範與知覺行為控制三大理論的變數外，納入涉入程度的計畫行為拓展模型能夠更好地解釋大學生現場觀賞田徑賽事的行為意圖，涉入程度是一個影響觀賽行為意圖的重要變數。

關鍵字

涉入程度 ； 行為態度 ； 主觀規範 ； 知覺行為控制

並列摘要

Drawing on and extending the theory of planned behavior, this study aims to establish a model exploring the behavioral intentions of Chinese college students as on-site spectators at track and field events. An involvement variable is added to the model's 3 customary core components (attitude, subjective norm, and perceived behavioral control). The subjects of this study were 474 students from 13 colleges who were on-site spectators at track and field events. A questionnaire survey was conducted to examine the relationship between the antecedent variables for students' behavioral intentions and actual behaviors. Results indicated that: (1) The behavioral attitude and outcome evaluation, normative beliefs and motivation to comply, and control beliefs and perceived intensity significantly and positively influenced the model's 3 standard variables respectively. (2) The 4 variables significantly and positively affected students' behavioral intention. We conclude that: (1) The indirect method of measurement offers low explanatory power in this context. However, it highlights beliefs, which are the cognitive and affective basis for the model's standard components and are consistent with students' actual behavioral intentions. (2) The antecedent variables can be ranked by significance as follows: perceived behavioral control, involvement, subjective norm, and attitude. (3) The addition of an involvement variable to the model better explains students' behavioral intention. This research can aid in attracting young spectators to track and fie ld events, thus improving attendance.

並列關鍵字

involvement ； behavioral attitude ； subjective norm ； perceived behavioral control

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