烘焙比賽選手滿意度與行為意圖模式之研究－－以第六屆德麥盃麵包比賽為例

Study on Satisfaction and Behavioral Intention Model for Baking Tournament-Taking the 6th Der-Mai Trophy Bread Contest for Example

本研究係探討烘焙比賽選手的滿意度與行為意圖之模式，以參加本屆德麥盃麵包比賽的選手為研究對象。本研究採電子郵件問卷調查法並以普查方式進行，發放問卷48份，有效問卷回收32份。應用偏最小平方法對於滿意度及行為意圖構面進行各種指標的測試以及檢驗選手滿意度對於行為意圖具有顯著性的假設是否正確。 實證結果顯示，本研究所提出的模型，經過一系列的分析後通過組成信度、指標信度、收斂效度、區別效度、模式配適度、線性關係分析及路徑分析等測試，說明滿意度對於行為意圖具有解釋力，驗證了德麥盃麵包比賽參賽選手的滿意度對行為意圖達顯著影響的研究假設成立。

The purpose of this study is to investigate the model of satisfaction and behavioral intention for the baking tournament who participated in the 6th Der-Mai trophy bread contest. Through a total sampling method, 48 questionnaires were sent. A total of 32effective samples were obtained from the e-mail interview. The obtained data were processed using PLSto testvarious indexes of reliability and validity, and to test if variables of baking tournament satisfaction significantly predicted participants’ behavioralintention. The results showed that the model constructed in this study could pass test of various indexes regardingreliability and validityincluding composite reliability, indicator reliability,convergent validity,discriminant validity, goodness of fit, linear regression andpath analysis. The variables of baking tournament satisfaction significantly predicted participants’ behavioralintention. The hypothesis of this study is correct.