應用理性行動理論驗證參與屏東國民運動中心行為意圖模式之研究

The Application of Rational Action Theory to Verify the Behavioral Intention Model of Participating in Pingtung National Sports Center

王勇勝(Yung-Sheng Wang)

《運動研究》 31卷1期 (2022/06) Pp. 25-34

https://doi.org/10.6167/JSR.202206_31(1).0003

摘要

本研究的目的：旨在探討屏東國民運動中心消費者之狀況，進而驗證理性行為理論運用國民運動中心之態度及主觀規範對行為意圖之影響情形。方法：應用問卷調查法，於2017年10月7日至9日，以便利抽樣方式針對屏東市國民運動中心消費者為研究對象，共計發放320份問卷進行施測，扣除填答不完整之無效問卷28份，共得有效問卷292份，有效問卷率為91.25%。回收資料以SPSS描述性統計中百分比分析個人社經背景資料，以Amos統計軟體進行結構方程模式分析屏東國民運動中心行為意圖模式收斂效度、區別效度、適配度與路徑分析。結果與結論：運動中心消費者樣本中以男性、29歲以下、大學學歷為主；運動中心消費者之態度對行為意圖達顯著影響；主觀規範對行為意圖達顯著影響。一、消費者對參與國民運動中心休閒運動具有正向的態度，並對於行為意圖具有正向之影響力；二、消費者對參與國民運動中心休閒運動具有正向的主觀規範，並對於行為意圖具有正向之影響力。本研究依據研究結果提出提升消費者至運動中心參與休閒運動之態度與主觀規範實務上的建議，希冀能供作運動中心行銷管理與後續相關研究參考之用。

關鍵字

結構方程模式 ； 休閒運動 ； 行銷管理

並列摘要

The purpose of this research is to investigate the situation of consumers at Pingtung National Sports Center, and to verify the influence of rational behavior theory on behavior intention with use of the attitude and subjective norm of the national sports center. Method: using the questionnaire survey method, from October 7 to October 9, 2017, a total of 320 questionnaires were tested to the consumers of Pingtung National Sports Center in the form of convenient sampling. After deducting 28 incomplete questionnaires, a total of 292 valid questionnaires were obtained, with an effective rate of 91.25%. The collected data was analyzed with the percentage of SPSS descriptive statistics about the personal socioeconomic background data, and the Amos statistical software was used to carry out the structural equation modeling analysis on the convergent validity, discriminant validity, fitness, and path of behavioral intention model at Pingtung National Sports Center. Results and conclusion: the consumer samples at sports center are mainly male under the age of 29 with college degree; the attitude of consumers at sports center has a significant influence on behavior intention, the subjective norms have a significant impact on behavior intention. (1) Consumers have a positive attitude on the participation of leisure sports at national sports center and have a positive influence on behavior intention; (2) Consumers have positive subjective norms on the participation of leisure sports at national sports center and have a positive influence on behavior intention. Based on the results of this research, this paper puts forward some practical suggestions on improving consumers' attitudes and subjective norm to participate in leisure sports at sports center, and hoping these suggestions could be used as a reference for the marketing management and the following related studies about sports center.

並列關鍵字

structural equation modeling ； leisure sport ； marketing management

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