摘要
城市居民作为体育休闲市场的主体,对其行为意向展开研究,对于发现城市体育休闲市场一般特征、开拓相关体育休闲市场等具有重要意义。通过对长沙市民抽样调查得到基础数据,运用相关分析和分步多元回归分析,研究结果表明,计划行为理论所阐述的行为态度、主观规范、知觉行为控制和过去行为等变量都与城市居民体育休闲行为意向显著正相关;且行为态度、知觉行为控制和过去行为等变量对体育休闲行为意向的影响效果较明显,但该理论提出的主观规范变量及个人特征变量会通过影响行为信念间接影响行为意向的结论并没有得到显著证实。
The study of behavior intention of citizens, which is major participants of unban sports leisure activities, is of great significance to reveal the general charaeteristics of sports leisure activities, and expand the sports leisure market. With the basic data from market survey to changsha residents, this paper show that the residents＇ sports leisure intention is positively affected by attitude, subjective norms, perceived behavioral control and past behavior, among which attitude, perceived behavioral control and past behavior are three important variables that have significant affects on sports leisure behavior intention, but the conclusion that the two variables about subjective norm and individual characteristic can indirectly impact on behavioral intentions through influencing behavioral beliefs, has not been confirmed remarkably.
出处
《云南地理环境研究》
2013年第3期71-76,共6页
Yunnan Geographic Environment Research
关键词
计划行为理论
体育休闲
行为意向
theory of planned behavior
sports leisure
behavioral intention
