計畫行為理論於運動比賽現場觀賞研究領域之應用

Application of the Theory of Planned Behavior to the Research Area of Spectator Game Attendance

文獻顯示：到現場觀賞球賽是一項常見且深受人們喜愛的戶外休閒與遊憩活動；然而，探討個體現場觀賞行為影響因素的研究卻相當有限。計畫行為理論為目前國內、外休閒領域應用最廣泛的理論之一，對於休閒行為之預測效果極具解釋力。所以，本文旨在彙整與回顧先前計畫行為理論應用於運動比賽現場觀賞領域的研究成果，以分析理論模式內三大構面的顯著信念組成，並檢視各構面對意圖與行為之解釋力。最後，本文將對研究方法之改善提出具體建議，以期對理論發展、後續研究方向及實務操作上，皆能有所貢獻。

Literature suggests that attending sporting events is a common and popular type of outdoor leisure and recreation activity for people; however, the study exploring the determinants of individual's game attendance has been limited. The theory of planned behavior (TPB) has been acknowledged as a widely used theory in leisure studies and has been proven having superior predictive validity of explaining leisure behavior. Therefore, the paper aims to comprehensively summarize and review prior research findings regarding the application of TPB to spectator game attendance domain to analyze salient beliefs of three theoretically-derived dimensions as well as to examine diverse predictive power of three dominant TPB predictors over behavioral intention and actual behavior towards attending sporting events. Finally, this paper provides some suggestions for improving research methodology and agenda in the hope of making contributions to theoretical extensions, practical implications, and future research directions.