Publication:

運用計畫行為理論探討保齡球消費者行為意圖-以台中地區為例

本研究以「計畫行為理論」為研究架構，探討「態度」、「主觀規範」、「知覺行為控制」以及「消費環境」對保齡球消費行為意圖之影響，並進而嘗試建構「保齡球消費者行為意圖模式」。本研究以台中地區保齡球消費者共380名為研究對象，使用結構式問卷進行調查，回收問卷後運用描述性統計、單因子變異數及結構方程式進行資料分析。研究結果顯示，態度 (γ=0.67) 與知覺行為控制 (γ=0.53) 對消費行為意圖呈現顯著因果正相關；而主觀規範 (γ=-0.89) 與消費環境 (γ=-0.55) 則呈現顯著因果負相關。因此，建議保齡球館可以強化消費者正向態度為目的，來擬定相關之行銷策略，去除過去消費者對於複合式保齡球館環境複雜的刻板印象，並嘗試於館內提供各式輔助教學強化消費者的球技，有效提升消費意願。

The main purpose of the study was to investigate the relationship of attitudes, subjective norms, perceived behavioral control, and consumption environment of bowling consumers through the framework of the Theory of Planned Behavior, and try to construct the Bowling Consumers’ Behavioral Intention Model. The subjects were 380 bowling consumers in Taichung area. The structure inventories were analyzed by descriptive analysis, one-way ANOVA, and the structural equation model. The study found that attitude (γ=0.67) and perceived behavioral control (γ=0.53) would cause the positive correlation toward the behavioral intention of the consumers. However, subject norms (γ=-0.89) and consumption environment (γ=-0.55) would cause the negative correlation toward the behavioral intention of the consumers. Therefore, this research would suggest that: (1) bowling administrators should make some marketing strategies to enhance consumers’ positive attitudes, (2) reduce the negative stereotype of the environment of bowling halls and (3) provide some teaching aids to improve consumers’ skill and to reinforce consumption intention of the players.