建構運動參與行為模式之研究——以「2013AMD環花東國際自行車大賽」參賽者為例

The Construction of Behavior Model for Sport Participation: A Case Study of 2013 AMD Tour of East Taiwan

本研究之主要目的在建構穩定且適合於運動領域之行為模式，以計畫行為理論（The theory of planned behavior ,TPB）（Ajzen,1985;1991）為架構基礎，再加入運動習慣構面進行探討，並以「2013 AMD環花東國際自行車大賽」參賽者為主要之研究對象，共得有效問卷287份。以結構方程模式（Structural Equation Modeling, SEM）為分析方法，檢定整個模式之配適度與各構面間之關係。根據資料分析結果發現，態度會影響行為意圖的形成，而行為意圖會直接影響實際行為的產生。此外，習慣除了影響意圖的形成，也會影響實際行為的產生。本研究亦發現主觀規範會正向影響態度的形成，但對意圖的形成卻是存在著顯著負向影響關係。最後依據研究結果，提出結論以及實務與學術研究上的建議。

Base on the theory of planned behavior (TPB) (Ajzen,1985;1991), this study integrates a dimension of exercise habit with TPB to develop a research framework for understanding human behavior in sports participation. A total of 287 questionnaires were distributed to those respondents who are competitors in the 2013 AMD Tour of East Taiwan. Structural equation model (SEM) was used to estimate the fit of the overall model and to analyze the relationship between variables. According to the results, behavioral intention was affected by behavioral attitude, and behavior was affected by behavioral intention. Attitude was affected by subject norm behavioral, but subject norm would not affect behavioral intention. Exercise habit both significantly affected behavioral intention and behavior performance. Based on the findings of this study, conclusion and suggestions were proposed.