臺北市民對於2017臺北世界大學運動會賽前態度與行為意圖之研究

Abstract

舉辦大型運動賽會是都市重大的活動之一，可用來獲取國際認同及提升都市發展，市民對於賽會的支持將影響賽會是否能順利進行。故本研究旨在探討臺北市市民對2017臺北世大運賽會前態度與行為意圖的關係，透過立意抽樣方式進行問卷調查，獲得有效樣本數466份，以描述性統計、內部一致性信度分析、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析與一般多元迴歸分析進行資料處理與分析，研究發現如下： 一、臺北市市民男性220位，佔47.2％，女性246位，佔52.8％，平均年齡32.6歲，教育程度以大學院校專科為主。職業中以服務業者最多，平均月收入以30,001-50,000元者為最多，居住行政區中，松山區計有69人佔14.8％為最多。 二、臺北市民對於2017臺北世大運在賽前的態度與行為意圖之現況，以賽前態度的城市形象層面為最高。 三、不同教育程度、不同居住行政區的臺北市民在賽前態度上呈現顯著差異。 四、不同性別、不同教育程度、不同居住行政區的臺北市民在賽前行為意圖上皆無顯著差異。 五、賽會態度與行為意圖間呈現顯著的正相關。 六、賽前態度之「城市發展」、「經濟層面」、「情感層面」等3個變項對行為意圖具有顯著的正負向預測能力。 本研究建議主辦單位臺北市政府強化賽會行銷宣傳及城市形象塑造，創造賽會正面、榮耀、吸引人的價值，提高市民認同感與賽會參與感，進而提高其對賽會行為意願。Holding a large-scale sporting event is one of the major events in the city. It will be used to gain international recognition and enhance the development of the city. The public's support for the event will affect the success of the event. The purpose of this study is to explore the relationship between public attitudes and behavioral intentions of Taipei City in the 2017 Taipei World University Games. Through questionnaire survey, 466 valid samples were obtained by descriptive statistical analysis, internal consistency reliability analysis, t test, one-way ANOVA, correlation analysis, and multiple regression analysis , the results were as follows : Taipei City, 220 male citizens, accounting for 47.2%, 246 women, accounting for 52.8%, average age 32.6 years old, education to college-based specialist. Occupation in the service industry, the average monthly income of 30,000-50,000 yuan for the most, the living area, Songshan District, accounting for 69 people accounted for 14.8% for the most. the public in Taipei for the 2017 Taipei World University Games before the attitude and intentions of the status of the attitude to the attitude of the city image level as the highest. Different levels of education, different administrative districts of Taipei residents before the game showed a significant difference in attitude. Different gender, different educational levels, different administrative districts of Taipei residents in the behavioral intention before the game were no significant differences. There was a significant positive correlation between attitudes and behavioral intentions. Urban development, economic dimension and emotional dimension, have significant positive and negtive predictive power for behavioral intention. Based on this study, it is suggested that the organizer of the Taipei Municipal Government should strengthen the marketing publicity and image building of the tournament and create positive, glorious and attractive values of the competition. The public will increase their sense of identity and participation.