職業棒球比賽現場觀賞行為意圖之影響因素：目標導向行為模式觀點

The Determinants of Behavioral Intention Towards Spectator Attendance to Professional Baseball Games: Perspective of the Model of Goal-directed Behavior

本研究試著延伸Perugini與Bagozzi（2001）的目標導向行為模式理論，將關係品質的變項加入模式，分析曾經觀賞過中華職業棒球比賽的大學生再次購票觀賞的行為決策模式。方法：採問卷調查法，發出500份問卷，有效問卷為429份（有效回收率85.8％），資料以結構方程式（SEM）進行分析。結果：除了負向預期情緒外，其他目標導向行為模式的預測因子與關係品質，皆對慾望與行為意圖有顯著的正向影響。獨創性：本研究以MGB理論架構為基礎，經由實證分析得知運動觀賞行為決策形成的影響因素，提供職業運動管理者可依此結果設計出適合的行銷策略|本研究結論同時確立與運動消費者良好關係品質的建立，能有效提升觀賞球賽的慾望與後續行為意圖。

Purpose: This study extended Perugini and Bagozzi's (2001) model of goal-directed behavior (MGB) and integrates the relationship quality (RQ) viewpoint to analyze university students' decision-making model of repurchase in Chinese Professional Baseball League (CPBL) games. Method: The study used a quantitative approach and obtained 429 usable questionnaires (a response rate of 85.8%). The collected data were statistically analyzed using structural equation modeling (SEM). Results: Apart from negative anticipated emotions, other MGB predictors and RQ exerted significant and positive effects on desire and behavioral intention. Originality: Based on the theoretical framework of MGB, this empirical analysis identified the influential factors of decision-making in sports spectating behavior, which will help professional sports managers to design appropriate marketing strategies. The study also concluded that establishing a good relationship quality with sports consumers can enhance the desire and behavioral intention of re-attendance to professional baseball games.