EXPLORING THE TAIWAN BOWLING CONSUMER BEHAVIOR INTENTION THROUGH THE THEORY OF PLANNED BEHAVIOR: A CASE OF TAICHUNG AREA

• Main Authors: Lin Yung-Shang, 林永上
• Other Authors: Chen Wei-Chih
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/02815125991219415975

碩士 === 國立臺灣體育學院 === 休閒運動管理研究所 === 98 === 　　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.