Publication:

臺北市市民運動中心消費者行為意向之研究─計畫行為理論之應用

本研究以Ajzen(1985)提出之計畫行為理論為基礎，建構運動中心消費者行為意向模式，並檢驗模式中態度、主觀規範、知覺行為控制能否預測消費者至運動中心從事休閒活動的行為意向；本研究工具係使用自編之「臺北市市民運動中心消費者行為意向」問卷，採用問卷調查法，以立意抽樣方式收集資料，選取至台北市萬華、南港、信義、大安、文山等運動中心從事休閒活動的消費者為本研究主要對象，共發放正式問卷505份，剔除無效問卷後，得有效問卷490份(有效問卷率為97.02%)，問卷回收後以描述性統計及結構方程模式進行資料分析；研究結果顯示，依據計劃行為理論所建構之台北市運動中心消費者參與行為意向模式，模式與樣本資料模式適配度達可接受標準，知覺行為控制及態度對行為意向的影響達顯著水準，其中，知覺行為控制最能影響消費者至運動中心從事休閒活動的意向，其次為態度，而主觀規範對行為意向的影響未達顯著水準；依據上述研究結果，建議運動中心經營者提升消費者對運動中心的良好態度與知覺行為控制，以提升消費者至運動中心從事休閒活動之行為意向。

Based on the Theory of Planned Behavior by Ajzen(1985), this study aims to construct a sports center customers’ beh¬av¬ioral intention model, as well as examine the predictability of the attitudes, subjective norms, and perceived behavioral control items in the behavioral intention model for customers who come to sports centers for leisure activities. In terms of methodology, questionnaire surveys are utilized. The self-

compiled “Taipei Citizen Sports Center Customers’ Behav¬ioral Intention Questionnaire” is the research tool. Purposive sampling is adopted with the customers who patronize the sports centers of Wanhua, Nangang, Xinyi, Da-An, and Wenshan districts as the research subjects. A total of 505 questionnaires were issued and 490 valid copies were collected, reaching a return rate of 97.02%. The collected questionnaires were analyzed via descriptive statistics and structural equation models. The results show that, based on the Taipei Citizen Sports Center Customers’ Behavioral Intention Model constructed on the basis of the Theory of Planned Behavior, both the model and sampling has an acceptable goodness-of-fit. The effects of perceived behavioral control and attitude on behavioral intention reach the significant level, where perceived behavioral control is found to influence customers’ intention to participate in leisure activities in the sports centers most greatly, followed by the attitude factor. The effect of subjective norms on behavioral intention does not reach the significant level. The above-mentioned research results suggest sports center managers can enhance customers’ positive attitude and perceived behavioral control towards the sports centers in order to increase their behavioral intention to perform leisure activities in the centers.