計畫行為理論應用於2015 年全國運動會桌球比賽觀賞模式之研究

Empirical Study on Viewing Mode of Table Tennis Game at 2015 National Games through the Theory of Planned Behavior

本研究主要目的在了解桌球比賽觀賞者之現況，運用計畫行為理論探討觀眾參與觀 賞桌球運動之影響因素，並應用結構方程模式對本研究架構進行配適度及各路徑係數之 分析。本研究採便利抽樣方式，以2015 年全國運動會桌球比賽之觀賞者為研究對象，於 2015 年10 月4 日至10 月8 日五天時間，發出300 份問卷，經回收整理後取得有效問卷 共280 份，有效問卷回收率達93.33%。問卷回收所得資料運用SPSS 統計軟體進行描述 性統計，再以AMOS 統計軟體進行結構方程模式分析收斂效度、區別效度、模型適配度 及交叉效度。研究分析結果顯示整體模型之配適度良好，有效樣本中，以男性觀眾157 人 占56.8%；參與運動代表隊者為225 人，占有效樣本之80.4%。態度、主觀規範與行為控 制知覺三者對參與觀賞桌球比賽行為傾向之路徑值中，以行為控制知覺之.50 最高，態度 為.32，主觀規範則只有.12 且未達顯著水準。研究者根據研究結果提出三項提升參與觀 賞桌球比賽行為之態度、主觀規範及行為控制知覺之建議，期能提供桌球運動協會與桌球 運動推廣相關單位及相關研究者，做為後續推行桌球運動觀賞工作及相關研究參考之用。

The main purpose of this research was to understand the current situation of table tennis game audiences and discuss the influence factors for audiences to view the table tennis sports by Theory of Planned Behavior (TPB). In addition， analyze fit index and every path coefficient of the research framework by SEM. This research took the research participants convenience sampling of table tennis game at 2015 National Games as research objects and applied convenience sampling for questionnaire survey. The testing took 5 days from October 4 to October 8 in 2015 and there were 300 questionnaires in total. After recycling and arranging， there were 280 valid questionnaires， The data from questionnaire recycling return ratio recovery ratio was 93.33%. The data analyses used SPSS for descriptive statistics， and used AMOS for SEM analyzing convergent validity， discriminant validity， model fitness and cross validity. The analysis results showed that the overall model fitness was good. The research results showed that male audiences took 56.8% with the quantity of 157 in the effective sample; participating sports teams took 80.4% with the quantity of 225 in the effective sample. Among path value for attitude， subjective norm and perceived behavior control to behavior tendency of participating in viewing the table tennis game， the perceived behavior control was highest with 0.50， the attitude was 0.32 and subjective norm was only 0.12 and didn't reach significant level. According to the results ， the researchers put forward three suggestions to promote attitude， subjective norm and perceived behavior control when viewing table tennis game. It is hoped to provide a reference for table tennis sport associations， the relevant unit and relevant researchers of table tennis promotion to continue to carry out table tennis sports viewing or acted as a reference for relevant researches.