戶外遊憩研究 Journal of Outdoor Recreation Study  2020/3
第33卷第1期 Vol.33 No.1     115-149
DOI:10.6130/JORS.202003_33(1).0004  
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


余宗龍,賴政豪
Chung-Long Yu, Cheng-Hao Lai
Abstract

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.
Keywords
 
決策過程;行為決策模式;運動觀賞

Decision making process; Behavioral decision-making model; Sport spectating