2014年仁川亞運軟式網球運動賽會觀光參與者行為意圖之研究

Research on Visiting Participants' Behavioral Intention for Soft Tennis Sports Event in the 2014 Incheon Asian Games

本研究目的探討運動賽會觀光參與者行為意圖模式。本研究以立意抽樣的方式進行問卷，參與2014 年仁川亞運軟式網球項目，運動賽會觀光參與者為研究對象，共發放300 份問卷，有效問卷231 份，有效問卷率77%。研究方法：以SPSS12.0進行資料處理及描述性統計，以AMOS20.0 進行結構方程模式（SEM）分析。研究結果顯示：一、本研究之亞運運動賽會觀光觀賞者樣本分佈情形，在性別部分是以男性、年齡則是以16~25 歲、職業則是以學生、教育程度則是以大專、平均月收入則是以10,000 元以下居多、朋友親人同學178 次。二、仁川亞運軟式網球項目的運動賽會觀光參與者「態度」對「行為意圖」、「行為信念乘結果評價」對「態度」、「規範信念乘依從動機」對「主觀規範」、「知覺行為控制」對「行為意圖」、「控制信念乘知覺強度」對「知覺行為控制」均達顯著影響。「主觀規範」對「行為意圖」未達顯著影響。本研究建議如下，提供體育委會，希冀透過學校體育單位、體育系所單位，以及休閒運動所單位來做推廣，並提供運動賽事行程給予學生參考，使得能親自體驗到真實的賽況，獲得寶貴的運動知識。

The purpose of this research was to discuss visiting participants' behavioralintention for Sports Event. This research adopted purposive sampling for questionnairecollection and took visiting participants for Soft Tennis Games in the 2014 IncheonAsian Games as research objects. A total of 300 questionnaires were distributed, inwhich, 231 questionnaires were valid, and the effective recovery ratio was 77%.Research method: adopted SPSS12.0 for data processing and descriptive statistics;adopted AMOS20.0 for SEM analysis. Research results showed: I. audience sampledistribution for the Asian Games in this research, the most are male in sex, 16~25years old in age, students in occupation, junior college in educational status, below10,000 yuan in average monthly earnings; and friends, relatives and classmates were178. II. As for visiting participants in Soft Tennis Project of Incheon Asian Games,[attitude] to [behavioral intention], [behavioral beliefs × outcome assessment] to[attitude], [normative beliefs × motivation to comply] to [subjective norm], [perceivedbehavioral control] to [behavioral intention], [control beliefs ×perceived intensity] to[perceived behavioral control], all of the above had significant influence. However,[subjective norm] had no significant influence on [behavioral intention]. Suggestionson this research as follow: The Sports Authority is suggested to be provided, we hopethe promotion can be done by school sports units, sport department units and leisuresports units, and sports events schedules are provided for students' reference to makethem experience the real match result by themselves and get valuable exerciseknowledge.