運動彩券購買意圖之研究-計畫行為理論之應用

Abstract

休閒運動產業目前已在全球蓬勃發展，行政院經建會（2007）指出美國2006年休閒運動產業產值高達4000億美元以上，其中運動彩券在該產業中扮演相當重要的角色，我國已於2008年5月2日正式發行運動彩券。本研究以計畫行為理論（Theory of Planned Behavior）為理論基礎，來探討消費者購買運動彩券之意圖，主要探討的變項包括：（1）態度；（2）主觀規範；（3）知覺行為控制；與（4）購買之行為意圖，並探討潛在變項對以上構面之影響，最後再解釋該理論對消費者購買運動彩券意圖之適配性。本研究採便利抽樣，以曾經購買運動彩券受訪者365位及未曾經購買運動彩券受訪者202位，共567位受訪者為研究對象。首先透過開放式引導問卷收集題項，編製成結構式問卷，再利用探索性因素分析建立初步模式，最後，進行模式的驗證與分析。經描述性統計、驗證性因素分析、結構方程模式進行資料的處理。結果發現： 一、曾購買過運動彩券之受訪者在未來一週內較可能購買運動彩券，未曾購買過運動彩券之受訪者則較不可能購買。二、以計畫行為理論為基礎所建構的「消費者購買運動彩券意圖模式」與樣本資料間的適配性已達到可接受的水準，但和模式的契合度不佳，且模式內在品質仍有待改進。三、各模式中之潛在變項對消費者購買運動彩券的影響皆以「知覺行為控制」最大，「態度」次之；「知覺行為控制」中的「便利條件」，以及「態度」中的「情感性信念」則為主要影響因素。The Council for Economic Planning and Development（2007）said that in 2006, the output value of leisure sports industry in America is more than 400 million U.S. dollars, and sports lottery has been an important part in the industry. Taiwan has issued sports lottery on May 2, 2008. The framework of this study was based on the Theory of Planned Behavior developed. The purpose was to confirm whether TPB could be a fitting model for explaining intentions of sports lottery consumers. There were 567 consumers including 365 consumers that ever bought sports lottery and 202 that never bought before were selected through purposive sampling. First, we collected questions through the open questionnaire to compile a structural questionnaire. And then we utilized Exploratory Factor Analysis to set up a preliminary model. Finally, we carried on the confirmation and analysis of the model. The collected data were analyzed through descriptive statistics, Confirmatory Factor Analysis, and Structural Equation Modeling. It was found that: 1. Consumers that ever bought sports lottery were more likely to buy sports lottery in next week, but the consumers thar never bought before were not. 2. The model of intentions of sports lottery consumers to purchase sports lottery established by TPB had already reached an acceptable level based on the sampled materials, but it could not match the model very well. And the inner quality of the model still remained to be improved. 3. Among all the model latent variables in influencing the intentions of sports lottery consumers to purchase sports lottery, the perceived behavioral control served as the most influential factor, and the attitude the second. The convenient condition in perceived behavioral control and the affective belief in attitude were the most influential factors.