职业足球联赛中球迷现场观赛的影响因素分析——基于计划行为理论框架

Influencing Factors of Soccer Fans Participation Behavior in Professional Football League: Based on Theory of Planned Behavior

基于计划行为理论探讨主观规范、知觉行为控制、观赛态度和观赛意向如何影响球迷的现场观赛。采用问卷调查法和数理统计法对707名球迷进行调查,并验证假设模型。结果显示:观赛态度、主观规范、知觉行为控制对观赛意向均有正向预测作用,且主观规范的预测作用最强;主观规范、知觉行为控制和观赛意向对球迷现场观赛具有正向预测作用。

Based on the theory of planned behavior（ TPB）,the author explored the effects of TPB variables on soccer fans participation behavior. Seven hundred and seven soccer fans were enrolled in the study. Subjective norm,perceived behavior control,behavioral attitude,behavioral intention and participation behavior were assessed by questionnaire. The results show that the behavioral attitude,subjective norm and perceived behavior control can positively predict the soccer fans participation behavior intention. Among them,the subjective norm plays the strongest role in prediction. At the same time,the subjective norm,perceived behavior control and behavior intention also have the positive impact on soccer fans participation behavior.