研究資料首頁-> 期刊論文
研究資料明細
| 論文名稱 | 應用計畫行為理論探討運動博弈消費者參與行為模式 |
| 發表日期 | 2021-06-30 |
| 論文收錄分類 | 其他 |
| 所有作者 | 林忠程,張弘文,陳智明 |
| 作者順序 | 第一作者 |
| 通訊作者 | 否 |
| 刊物名稱 | 嘉大體育健康休閒期刊 |
| 發表卷數 | 第二十卷 |
| 是否具有審稿制度 | 是 |
| 發表期數 | 一 |
| 期刊或學報出版地國別/地區 | NATTWN-中華民國 |
| 發表年份 | 2021 |
| 發表月份 | 6 |
| 發表形式 | 紙本及電子期刊 |
| 所屬計劃案 | 無 |
| 可公開文檔 |
|
| 可公開文檔 |
|
| 可公開文檔 |
|
| 附件 |
刊證 - 109120.pdf
|
[摘要] :
本研究目的為探討消費者參與運動博弈所受決策之影響因素及行為模式，現今我國旅外球員優異的表現提升民眾職業運動觀賞熱潮，以及政府對運動賽事管理的創新改變開啟運動博弈產業的市場，該等因素會不會重新影響國人參與運動博弈的價值認知，進而影響參與的行為模式，是目前運動產業相關營運單位所需面臨的重要課題。故本研究應用計畫行為理論及內、外控人格特質為基礎，針對台灣地區民眾進行問卷施測，選取310位曾參與過運動博弈的消費者為研究對象，來瞭解消費者參與運動博弈之行為模式。研究結果顯示，模型中態度、主觀規範、知覺行為控制等因素對於行為「意向」的影響均達正向顯著，以知覺行為控制因素之影響效果最大；而行為「意向」改變會正向顯著影響參與「行為」；另內控人格特質運動博弈消費者在參與行為程度高於外控人格特質者。研究結論：消費者參與運動博弈的行為是抱持正向的態度，參與行為模型適配度良好，證實知覺行為控制因素對於參與行為的意向影響效果最為強烈，且內控人格特質消費者在參與運動博弈的意願度高於外控人格特質消費者，研究之建議可提供產業相關單位作為營銷策略實務之應用及後續研究參考。
[英文摘要] :
This study aimed to explore factors affecting consumers’ decision to participate in sports betting, as well as their behavioral patterns. The outstanding performance of Taiwanese ballplayers around the world has brought about a wave of watching professional sports, while the innovative changes to the management of sports games made by the government have opened up the sports betting market. Whether or not these factors affect our citizens’ perceptions of the value of participation in sports betting and therefore their behavioral patterns are currently the issue facing operators in the sports industry. This study conducted a questionnaire survey based on the theory of planned behavior and internal/external locus of control, targeting the public in Taiwan. Three hundred and ten consumers who participated in sports betting were selected as the research subjects of this study to understand their behavioral patterns in participating in sports betting. The findings suggest that factors such as attitude, subjective norm, and perceived behavioral control in the structural equation modeling have significant positive effects on behavioral “intention.” Among these factors, perceived behavioral control has the most influential effect. Changes in behavioral “intention” have a significant positive effect on participation “behavior.” Moreover, sports betting consumers with an internal locus of control have a higher level of participation than those with an external locus of control. The conclusion of this study is as follows: consumers have a positive attitude towards participation in sports betting, while there is fine goodness of fit of the participation behavior model, which corroborates the findings that perceived behavioral control has the most influential effect on behavioral intention, and that consumers with an internal locus of control have a higher level of participation in sports betting than those with an external locus of control. Suggestions made in this study can serve as a reference for relevant operators in the industry to apply marking strategies in actual practice and for subsequent studies.
[參考文獻] :
邱奕文 (2011) 。以計畫行為理論探討足球員投注運動彩券之行為意圖。輔仁大學體育學刊，10，45-65。doi:10.29697/JPE.201105.0004
李敦仁、余民寧 (2005) 。社經地位、手足數目、家庭教育資源與教育成就結構關係模式之驗證：以TEPS資料庫資料為例。臺灣教育社會學研究，5(2)，1-47。
林振山、林聰哲、李世昌 (2019) 。運動彩券參與者行前期望、體驗感受對再次消費之影響。休閒事業研究，17(2)，17-39。doi:10.6746/LIR.201906_17(2).0002
施婉婷、侯昌連 (2009) 。運動彩券消費者對虛擬與實體通路之服務重視傾向探討。國民體育季刊，38(1)，72-78。
施麗婷、黃明新 (2017) 。如何讓線上顧客更忠誠？顧客感恩的中介效果。管理學報，34(4)，607-631。doi:10.6504/JMBR.201712_34(4).0006
徐茂州、潘豐泉、黃信錚 (2008) 。運動彩券行銷組合活動與類型對購買意願關係之研究。休閒產業管理學刊，1(3)，44-56。doi:10.6213/JLRIM.2008.1(3)4
徐茂州 (2009) 。臺灣運動彩券發展現況與發展性分析。嘉大體育健康休閒期刊，8(2)，230-238。doi:10.6169/NCYUJPEHR.8.2.24
程紹同、方信淵、洪嘉文、廖俊儒、謝一睿 (2002) 。運動管理導論。臺北：華泰文化。
張家銘、邱思慈、陳威勳 (2010) 。運動觀賞涉入程度對運動彩券消費動機影響之研究－以大專院校學生為例。運動知識學報，7，1-13。doi:10.29596/BGYY.201008.001
劉上群、陳益壯 (2017) 。散戶人格特質對投資行為影響之分析－基於展望理論的實證分析。朝陽商管評論，16(1)，81-94。
Ajzen, I. (1985). From Intention to Actions: A Theory of Planned Behavior. Action-control, 11-39. doi:10.1007/978-3-642-09746-3_2
Bagozzi, R. P. & Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Broughton, D., Lee, J., & Nethery, R. (1999). Sports business at the end of the millennium: The answer: $213 Billion. Street & Smith’s Sport Business Journal, 2(35), 23-29.
Ehrhart, M., Ehrhart, K., Roesch, S., Chung-Herrera, B., Nadler, K., & Bradshaw, K. (2009). Testing the latent factor structure and construct validity of the Ten-Item personality Inventory. Personality and Individual Differences,47,900-905.
Engel, James E., Roger D. Blackwell & Dvid T. Kollat (1993). Consumer Behavior, 7. Fort Worth: Dryden Press.
Fornell, C. & Larcker, D. F. (1981). Evaluatiing Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. doi:10.2307/3151312
Gosling, S., Rentfrow, P. & Swann, W. (2003). A very brief measure of the Big-Five personality domains . Journal of Research in Personality, 37, 504-528.
Hagger, M. S., Chatzisarantis, N., & Biddle, S. J. H. (2002). A review of the theories of reasoned action and planned behavior in physical activity: Predictive validity and the contribution of additional variables. Journal of Sport and Exercise Psychology , 24(1), 3-32.
Hair, J. F., Anderson, R. E., Tatham, C, B., & Black, W. C. (1998). Multivariate Data Analysis (5th ed.). Englewood Cliffs, NJ: Prentice Hall.
Hoyer, W. D. & MacInnis, D. J. (2006). Consumer Behavior. Boston: Houghton Mifflin.
Judge, T. A. & Joyce, E. B. (2001). Relationship of Core Self-evaluation- self-esteem, Generalized Self-efficacy, Locus of Control, and Emotional Stability - with Job Satisfaction and Job Performance: A Meta-analysis. Journal of Applied Psychology, 86(1), 80-92.
Plunkett Research Ltd. (n.d.). (2018). Sports industry research. Retrieved from https://www.plunkettresearch.com/industries/
Rotter, J. B. (1966). Generalized Expectancies for Internal Versus External Control of Reinforcement. Psychological Monographs: General and Applied, 80(1), 1-28.
Rotter, J. B. (1971). Generalized Expectancies for Interpersonal Trust. American psychology, 26(5), 443-452. doi:10.1037/h0031464
Yi, M. Y., Jackson, J. D., Park, J. S., & Probst, J. C. (2006). Understanding Information Acceptance by Individual Professionals. Information and Management, 43(3), 350-363. doi:10.1016/j.im.2005.08.006
