Publication:

馬來西亞邦各島運動觀光客行為量表編製之研究

本研究以驗證性因素分析建構馬來西亞邦各島運動觀光客行為量表，研究以馬來西亞邦各島運動觀光客為研究對象，採用立意抽樣方式發放250份問卷，經剔除無效問卷，有效問卷為220份，有效問卷率為88%。研究結果顯示，本量表具有良好的收斂效度且區別效度達顯著。所以，本研究馬來西亞邦各島運動觀光客行為量表是一個具有「態度」、「主觀規範」、「知覺行為控制」以及「行為意圖」等四個因素的一階多因子模式量表。

Confirmatory Factor Analysis (CFA) was employed in this study to construct a sports tourist behavior scale, with tourists on Pangkor Island, Malaysia, as the research subjects. Based on purposive sampling, 250 questionnaire copies were issued and 220 valid copies were collected, for a valid return rate of 88%. The research results show that the scale constructed after the questionnaire survey has excellent convergent validity with discriminant validity and cross validity both reaching significant levels. The proposed behavior scale for the tourists on Pangkor Island is a multifactorial first-order model with four factors: Attitude, Subjective Norm, Perceived Behavioral Control, and Behavioral Intention.