本研究目的為探討消費者參與運動博弈所受決策之影響因素及行為模式,現今我國旅外球員優異的表現提升民眾職業運動觀賞熱潮,以及政府對運動賽事管理的創新改變開啟運動博弈產業的市場,該等因素會不會重新影響國人參與運動博弈的價值認知,進而影響參與的行為模式,是目前運動產業相關營運單位所需面臨的重要課題。故本研究應用計畫行為理論及內、外控人格特質為基礎,針對台灣地區民眾進行問卷施測,選取310位曾參與過運動博弈的消費者為研究對象,來瞭解消費者參與運動博弈之行為模式。研究結果顯示,模型中態度、主觀規範、知覺行為控制等因素對於行為「意向」的影響均達正向顯著,以知覺行為控制因素之影響效果最大;而行為「意向」改變會正向顯著影響參與「行為」;另內控人格特質運動博弈消費者在參與行為程度高於外控人格特質者。研究結論:消費者參與運動博弈的行為是抱持正向的態度,參與行為模型適配度良好,證實知覺行為控制因素對於參與行為的意向影響效果最為強烈,且內控人格特質消費者在參與運動博弈的意願度高於外控人格特質消費者,研究之建議可提供產業相關單位作為營銷策略實務之應用及後續研究參考。
This study aimed to explore factors affecting consumers' decision to participate in sports betting, as well as their behavioral patterns. The outstanding performance of Taiwanese ballplayers around the world has brought about a wave of watching professional sports, while the innovative changes to the management of sports games made by the government have opened up the sports betting market. Whether or not these factors affect our citizens' perceptions of the value of participation in sports betting and therefore their behavioral patterns are currently the issue facing operators in the sports industry. This study conducted a questionnaire survey based on the theory of planned behavior and internal/external locus of control, targeting the public in Taiwan. Three hundred and ten consumers who participated in sports betting were selected as the research subjects of this study to understand their behavioral patterns in participating in sports betting. The findings suggest that factors such as attitude, subjective norm, and perceived behavioral control in the structural equation modeling have significant positive effects on behavioral "intention." Among these factors, perceived behavioral control has the most influential effect. Changes in behavioral "intention" have a significant positive effect on participation "behavior." Moreover, sports betting consumers with an internal locus of control have a higher level of participation than those with an external locus of control. The conclusion of this study is as follows: consumers have a positive attitude towards participation in sports betting, while there is fine goodness of fit of the participation behavior model, which corroborates the findings that perceived behavioral control has the most influential effect on behavioral intention, and that consumers with an internal locus of control have a higher level of participation in sports betting than those with an external locus of control. Suggestions made in this study can serve as a reference for relevant operators in the industry to apply marking strategies in actual practice and for subsequent studies.
為了持續優化網站功能與使用者體驗,本網站將Cookies分析技術用於網站營運、分析和個人化服務之目的。
若您繼續瀏覽本網站,即表示您同意本網站使用Cookies。