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題名 | An Exploratory Study on Taiwanese Heavy Bikers' Intention to Engage in Heavy Bike Tours: The Moderating Effect of Web-Based Social Media=臺灣重型機車騎士對於重機旅遊意圖之初探研究:網路社交媒體之調節效果 |
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作者 | 林怡秀; 陳文英; | 書刊名 | 運動休閒管理學報 |
卷期 | 9:2 2012.12[民101.12] |
頁次 | 頁278-291 |
分類號 | 992.014 |
關鍵詞 | 重機旅遊; 運動觀光; 運動行銷; 運動管理; Sport tourism; Sport marketing; Sport management; |
語文 | 英文(English) |
中文摘要 | 重機旅遊在台灣已成為一項受歡迎的休閒活動。本研究主要以計畫行為理論為理論基礎探討從事重機旅遊意圖之前因變項以及網路社交媒體的調節效果。本研究於2010年4月期間以網路問卷方式進行問卷資料蒐集,該網路問卷則是放置在國內兩個最受重型機車騎士喜愛的論壇,共回收有效問卷509份。本研究使用SPSS 17.0與LISREL 8.51進行資料處理,並將顯著水準設定於.05。研究結果顯示,主觀規範、對於重機旅遊之態度、知覺行為控制及對於重機旅遊之信念為重機旅遊意圖的顯著前因變項。此外,是否使用網路社交媒體對於本研究變數間具有調節效果。本研究亦提供管理意涵。 |
英文摘要 | Riding heavy bikes for tours has become a popular leisure activity among heavy bikers in Taiwan. The current study was to investigate the antecedents of intention to engage in heavy bike tours along with the moderating effect of web-based social media based on the theory of planned behavior. Five hundred and nine usable questionnaires were collected during April 2010 using online survey posted on two of the most popular heavy-bike websites. SPSS 17.0 and LISREL 8.51 were utilized for data analysis with the level of significance of .05. Results revealed that subjective norm, attitudes toward heavy bike tours, perceived behavioral control, and beliefs were antecedents of intention to engage in heavy bike tours. Additionally, web-based social media (users vs. non-users) was demonstrated to moderate the relationships among the constructs under study. Managerial implications were provided. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。