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題名：An Exploratory Study on Taiwanese Heavy Bikers' Intention to Engage in Heavy Bike Tours: The Moderating Effect of Web-Based Social Media
書刊名：運動休閒管理學報
作者：林怡秀 引用關係／陳文英 引用關係
作者(外文)：Lin, Yi-hsiu／Chen, Wen-ing
出版日期：2012
卷期：9:2
頁次：頁278-291
主題關鍵詞：運動觀光；運動行銷；運動管理；Sport tourism；Sport marketing；Sport management；重機旅遊
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:23
重機旅遊在台灣已成為一項受歡迎的休閒活動。本研究主要以計畫行為理論為理論基礎探討從事重機旅遊意圖之前因變項以及網路社交媒體的調節效果。本研究於2010年4月期間以網路問卷方式進行問卷資料蒐集，該網路問卷則是放置在國內兩個最受重型機車騎士喜愛的論壇，共回收有效問卷509份。本研究使用SPSS 17.0與LISREL 8.51進行資料處理，並將顯著水準設定於.05。研究結果顯示，主觀規範、對於重機旅遊之態度、知覺行為控制及對於重機旅遊之信念為重機旅遊意圖的顯著前因變項。此外，是否使用網路社交媒體對於本研究變數間具有調節效果。本研究亦提供管理意涵。
Riding heavy bikes for tours has become a popular leisure activity among heavy bikers in Taiwan. The current study was to investigate the antecedents of intention to engage in heavy bike tours along with the moderating effect of web-based social media based on the theory of planned behavior. Five hundred and nine usable questionnaires were collected during April 2010 using online survey posted on two of the most popular heavy-bike websites. SPSS 17.0 and LISREL 8.51 were utilized for data analysis with the level of significance of .05. Results revealed that subjective norm, attitudes toward heavy bike tours, perceived behavioral control, and beliefs were antecedents of intention to engage in heavy bike tours. Additionally, web-based social media (users vs. non-users) was demonstrated to moderate the relationships among the constructs under study. Managerial implications were provided.
期刊論文
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13.Chiou, J. S.、Huang, C. Y.、Chuang, M. C.(2005)。Antecedents of Taiwanese adolescents’ purchase intention towards the merchandise of a celebrity: The moderating effect of celebrity adoration。Journal of Social Psychology，145(3)，317-332。  new window
14.Hoefer, R. M.、Hyland, A.、Rivard, C.(2010)。The influence of tobacco countermarketing ads on college students’ knowledge, attitudes, and beliefs。Journal of American College Health，58(4)，373-381。  new window
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16.Perkins, H. W.、Linkebach, J. W.、Lewis, M. A.、Neighbor, C.(2010)。Effectiveness of social norms media marketing in reducing drinking and driving: A statewide campaign。Addictive Behaviors，35(10)，866-874。  new window
17.Quick, B. L.、Bates, B. R.、Romina, S.(2009)。Examining antecedents of clean indoor air policy support: Implications for campaigns promoting clean indoor air。Health Communication，24(1)，50-59。  new window
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圖書
1.Werthner, H.、Klein, S.(1999)。Information technology and tourism--A challenging relationship。Vienna：Springer。  new window
2.Ajzen, I、Fishbein, M.(1975)。Understanding attitudes and predicting social behaviour。New Jersey：Prentice-Hall。  new window
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其他
1.Chen, C. Y.，Lin, Y. H.(2009)。Does theory of planned behavior explain Taiwan teen’ viewing of televised NY games with pitcher Chien-Ming Wang?，http://www.thesportjournal.org/tags/volume-12-number-l， 2010/03/10。  new window
2.Epochtimes(2005)。Heavy Bikers Convened in Hualien，http://www.epochtimes.com/b5/5/7/7/n978355.htm， 2010/03/10。  new window
 
 
 
 
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