Exploring People’s Spectating Baseball Games Behavior by the Model of Goal-Directed behavior and Group Conformity

• Main Authors: Chih-Cheng Lin, 林致呈
• Other Authors: 黃宗成
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22107NCHU5420006%22.&searchmode=basic

碩士 === 國立中興大學 === 運動與健康管理研究所 === 107 === This study integrated the Model of Goal-directed Behavior (MGB) and group conformity into a conceptual framework to examine which factors influences decisions to spectate baseball game. The model of goal-directed behavior is currently highly predictive of human behavior and has been adopted in many different domains in research. It is worth noting that individuals will also be affected by the group when they adopt and accept the opinions of others in the group, have the tendency to obey the norms of the group, and furthermore, generate herd behaviors. This study used the Taiwanese as the survey subjects and focused on the great Taichung area for the main survey region. The study mainly used the questionnaire survey method to convenience sampling from November to December 2017 and selected 402 online questionnaires. Findings revealed that spectate intentions were significantly influenced by desire variables, highlighting that group conformity played important roles in the model. Results show that the integrated framework offers a comprehensive and coherent perspective on the complicated decision making process of baseball fans, which enhances the elucidative power predicting intentions.