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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
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【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.
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【Keywords】
決策過程;行為決策模式;運動觀賞
Decision making process; Behavioral decision-making model; Sport spectating
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