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| 題 名 | Junior High School Students' Behavior Intentions toward Viewing HBL Game Broadcasts=國中生觀看HBL賽事轉播運動觀賞行為意圖之研究 |
|---|---|
| 作 者 | 陳明宏; | 書刊名 | 運動休閒管理學報 |
| 卷 期 | 22:2 2025.12[民114.12] |
| 頁 次 | 頁47-65 |
| 分類號 | 528.952 |
| 關鍵詞 | 青少年運動觀賞; 校園籃球賽事; 行為意圖; 社會影響; 運動參與; Adolescent spectatorship; School sport events; Behavioral intention; Social influence; Physical activity; |
| 語 文 | 英文(English) |
| DOI | 10.6214/JSRM.202512_22(2).0004 |
| 中文摘要 | 在政府長期推動國民體適能與學校體育政策的脈絡下,校園運動賽事逐漸成為培養青少年運動參與與運動素養的重要途徑。其中,高中籃球聯賽因其競技水準、賽事制度與高度媒體關注,已成為臺灣最具影響力的校園籃球賽事之一。然而,針對青少年觀看校園運動賽事之行為意圖與其影響機制,相關實證研究仍相對有限。基於此,本研究以計畫行為理論(Theory of Planned Behavior, TPB)為理論基礎,並納入運動習慣作為延伸變項,探討國中生觀看HBL賽事轉播之行為意圖及其影響因素。本研究以曾透過電視或網路平台觀看HBL賽事之國中學生為研究對象,採便利抽樣方式進行問卷調查,共回收298份有效樣本。研究工具包含個人背景資料、態度、主觀規範、知覺行為控制、行為意圖及運動習慣等構面,並以五點量表進行衡量。資料分析透過SPSS與AMOS軟體進行描述性統計、信效度檢驗及結構方程模式分析。結果顯示,測量模式與結構模式皆具有良好整體適配度,且態度、主觀規範、知覺行為控制與運動習慣皆對國中生觀看HBL賽事轉播之行為意圖具有顯著正向影響。其中,態度對行為意圖的影響力最大,其次依序為知覺行為控制、主觀規範與運動習慣。結果也指出,國中生對賽事價值與吸引力的正向評價、重要他人之支持、可掌控的時間與資源,以及自身的運動參與經驗,皆有助於提升其觀看校園籃球賽事的意願。本研究不僅補充計畫行為理論於校園運動觀賞行為之實證基礎,亦可作為未來校園運動賽事推廣、轉播規劃與青少年運動參與促進策略之重要參考。 |
| 英文摘要 | Within the context of Taiwan's long-term promotion of national physical fitness and school sports policies, school-based sporting events have become an important platform for fostering adolescents' sport participation and literacy. Among these events, the High School Basketball League (HBL) stands out due to its competitive quality, structured tournament system, and extensive media exposure. Despite its growing influence, empirical research examining adolescents' intentions to watch school sports events remains limited. Accordingly, this study applied the Theory of Planned Behavior (TPB) and incorporated exercise habits as an additional construct to investigate junior high school students' behavioral intentions toward watching HBL game broadcasts. Participants were junior high school students who had previously watched HBL games via television or online streaming platforms. Using a convenience sampling method, 298 valid questionnaires were collected. The research instrument measured attitude, subjective norm, perceived behavioral control, behavioral intention, and exercise habits using a five-point Likert scale. Data were analyzed using SPSS and AMOS, including descriptive statistics, reliability and validity analyses, and structural equation modeling (SEM). The results indicated that both the measurement and structural models demonstrated good overall fit. Attitude, subjective norm, perceived behavioral control, and exercise habits all had significant positive effects on students' behavioral intentions to watch HBL broadcasts. Among these variables, attitude exerted the strongest influence, followed by perceived behavioral control, subjective norm, and exercise habits. These findings suggest that positive evaluations of school basketball events, social influence from significant others, perceived control over time and access, and personal sport participation experiences play critical roles in shaping adolescents' viewing intentions. This study extends the application of the TPB framework to school-level sports spectatorship and provides practical implications for promoting school sports events, optimizing broadcast strategies, and encouraging adolescents' long-term engagement in sport. |
本系統中英文摘要資訊取自各篇刊載內容。