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題名：大學生觀賞美國職棒大聯盟的行為意圖模式
書刊名：大專體育學刊
作者：王月鶯 引用關係／李世昌 引用關係／徐茂洲 引用關係／顏君彰
作者(外文)：Wang, Yueh-ying／Lee, Shi-chang／Hsu, Mao-chou／Yen, Chun-chang
出版日期：2014
卷期：16:3
頁次：頁297-310
主題關鍵詞：運動觀賞；運動文化；運動心理；行為信念；Sports watching；Sports culture；Sports psychology；Behavioural belief
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(12) 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:12
  • 共同引用共同引用:108
  • 點閱點閱:67
本研究旨在探討現今大學生觀賞美國職棒大聯盟的意象及行為，其因在今日我國旅美球星人數持續增加和選手表現優異化，以及職業運動產業和運動傳播媒體型態的創新改變，會不會重新影響大學生觀賞運動的價值認知，進而影響大學生運動觀賞的行為模式，是目前運動組織重要分析的市場現況。故本研究係以Ajzen （1991）的計畫行為理論為基礎，利用大學生群體觀賞陳偉殷運動選手比賽系列時，進行相關問卷施測和調查，來瞭解我國大學生觀賞職業棒球的運動行為模式，將有效樣本443份資料做出相關分析，研究結果顯示：模式中態度、主觀規範、知覺行為控制對行為意圖的影響均達顯著。本研究結論：本研究利用信賴區間法，證實行為意圖對知覺行為控制與觀賞行為有中介效果之關係，研究之建議可提供相關單位做為實務管理和未來研究參考。
This study aimed to explore the intention and behaviour of college students in their watching the Major League Baseball (MLB). The major reason is that the number of Taiwanese players in MLB has been increased due to their outstanding performance. In addition, the innovations in the professional sport industry and sports broadcasting may influences the value cognition of the college students in their sport-watching, and may eventually affect behaviour model in sports watching. This trend becomes a very important factor for sports organizations to analyze the current sports market situation. Based on the Theory of Planned Behaviour (Aizen, 1991), this study conducted a survey on a group of college students, who watched the games of Wei-Yin Chen, a Taiwanese MLB player, to understand the behaviour model of Taiwanese college students in their watching professional baseball games. The results from 443 valid samples showed that all independent variables, including attitude, subjective and norm perceived behavioral control showed significant effects on behavior intention. In conclusion, an additional confidence interval method was applied to verify whether a mediating effect existed between perceived behavioral control and behavior intention in this study, and a positive result was confirmed. Some research suggestions were raised for related sports organizations and future studies may necessary.
期刊論文
1.陳維智、陶武訓(20081200)。消費者我族感、球員喜好度、球隊認同度與收視意願之關係研究--以國立臺灣體院學生為例。臺灣體育運動管理學報，7，69-81。new window  延伸查詢new window
2.林鉦棽、彭台光(20120800)。組織研究的中介檢測：緣起、爭議、研究設計和分析。管理學報，29(4)，333-354。new window  延伸查詢new window
3.涂珮瓊、許文耀、張正雄、陳盈如(20110900)。門診癌症患者參與心理社會介入之意圖評估--計畫行為理論之運用。中華心理衛生學刊，24(3)，403-428。new window  延伸查詢new window
4.Baron, R. M.、Kenny, D. A.(198612)。The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations。Journal of Personality and Social Psychology，51(6)，1173-1182。  new window
5.Ajzen, Icek(2001)。Nature and Operation of Attitudes。Annual Review Psychology，52(1)，27-58。  new window
6.林錫波(20090600)。以計畫行為理論及階段行為改變模式探討大學生在中華職棒之觀賞意圖。大專體育學刊，11(2)，57-68。new window  延伸查詢new window
7.Diamantopoulos, A.(1994)。Modelling with LISREL: A guide for the uninitiated。Journal of Marketing Management，10(1-3)，105-136。  new window
8.曹校章、蕭嘉惠(20090600)。運動消費者觀賞動機模式驗證以SBL超級籃球聯賽為例。體育學報，42(2)，29-48。new window  延伸查詢new window
9.Ajzen, Icek(1991)。The Theory of Planned Behavior。Organizational Behavior and Human Decision Processes，50(2)，179-211。  new window
10.呂宛蓁、鄭志富(20080900)。職棒觀眾觀賞行為意圖模式之研究。大專體育學刊，10(3)，57-71。new window  延伸查詢new window
11.謝立文、吳慧卿(20091200)。職業棒球觀賞動機量表之驗證。大專體育學刊，11(4)，81-94。new window  延伸查詢new window
12.Torkzadeh, Gholamreza、Koufteros, Xenophon、Pflughoeft, Kurt(2003)。Confirmatory analysis of computer self-efficacy。Structural Equation Modeling: A Multidisciplinary Journal，10(2)，263-275。  new window
13.Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。  new window
14.Armitage, Christopher J.、Conner, Mark(2001)。Efficacy of the Theory of Planned Behaviour: A Meta-analytic Review。British Journal of Social Psychology，40(4)，471-499。  new window
15.李俞麟、黃蕙娟(20111000)。美、日、韓及臺灣職業棒球運動發展之探討。大專體育，116，7-13。new window  延伸查詢new window
16.MacCallum, Robert C.、Browne, Michael W.、Sugawara, Hazuki M.(1996)。Power analysis and determination of sample size for covariance structure modeling。Psychological Methods，1(2)，130-149。  new window
17.Ajzen, Icek、Madden, Thomas J.(1986)。Prediction of Goal-directed Behavior: Attitudes, Intentions, and Perceived Behavioral Control。Journal of Experimental Social Psychology，22(5)，453-474。  new window
18.McFarlin, D. B.、Sweeney, P. D.(1992)。Distributive and Procedural Justice as Predictors of Satisfaction with Personal and Organizational Outcomes。Academy of Management Journal，35(3)，626-637。  new window
19.Hagger, M. S.、Anderson, M.、Kyriakaki, M.、Darkings, S.(2007)。Aspects of identity and their influence on intentional behavior: comparing effects for three health behaviors。Personality and Individual Differences，42(2)，355-367。  new window
20.Stone, G.、Pantuosco, L. J.(2009)。Estimating baseball salary equations from 1961-2005: A look at changes in major league compensation。International Journal of Sport Finance，3(4)，228-238。  new window
21.Elliott, M. A.、Armitage, C. J.、Baughan, C. J.(2003)。Drivers’ compliance with speed limits: An application of the theory of planned behavior。Journal of Applied Psychology，88，964-972。  new window
圖書
1.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
2.Byrne, B. M.(2010)。Structural equation modeling with AMOS: basic concepts, applications, and programming。New York, NY：Psychology Press：Taylor & Francis：Routledge。  new window
3.吳明隆(2009)。結構方程模式：方法與實務應用。台北市：五南。  延伸查詢new window
4.Bollen, K. A.(1989)。Structural Equations with Latent Variables。New York：John Wiley & Sons。  new window
5.榮泰生(2011)。AMOS與研究方法。五南圖書出版股份有限公司。  延伸查詢new window
6.Fishbein, Martin、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。  new window
單篇論文
1.Ajzen, I.(2006)。Constructing a TpB Questionnaire: Conceptual and Methodological Considerations，http://www-unix.oit.umass.edu/aizen/pdf/tpb.measurement.pdf。  new window
圖書論文
1.Hoyle, R. H.、Panter, A. T.(1995)。Writing about structural equation models。Structural Equation Modeling: Concepts, Issues, and Applications。Thousand Oaks, California：Sage Publications。  new window
2.Ajzen, Icek(1985)。From intentions to actions: A theory of planned behavior。Action Control: From Cognition to Behavior。Springer-Verlag。  new window
 
 
 
 
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