| Summary: | 碩士 === 長庚大學 === 商管專業學院 === 104 === The purpose of this study was to predict and explain the Marathon runner’s intention of participating Marathon activity base on the Theory of Planned Behavior (TPB). In addition, this study uses the conformity as a moderating variable, try to examine the effect on attitudes, subjective norms and perceived behavioral control items. The questionnaire was designed by adapting from several studies. The 518 marathon runners were randomly sampled and completed the questionnaire during March 2015. The results were as follows:
1.The effects of attitudes, subjective norms and perceived behavioral control on behavioral intention all reach the significant level, which explain the variance of 33.7% of behavioral intention.
2.Perceived behavioral control is the best predictor for the behavioral intention, than attitudes, subjective norms are the worst.
3.To predict and explain the Marathon runner’s behavioral intention, Theory of Planned Behavior is better than Theory of Reasoned Action.
4.The interaction of conformity with attitudes, subjective norms and perceived behavioral control, all reach the significant level which has positive moderation in Marathon runner’s behavioral intention.
5.The result of the study support to application of TPB in Marathon activity field.
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