| Summary: | 碩士 === 輔仁大學 === 體育學系碩士班 === 96 === This research was based on the theory of planned behavior, and integrate the motives for online sport consumption to extend and probe into network users' behavior intention and actually behavior of online sporting goods consumption. The investigation method was research-designed questionnaire to collect the materials. 743 valid questionnaires were collected and used SPSS to proceed descriptive Statistics、exploratory factor analysis、t test and one-way ANOVA, furthermore ,using LISREL to proceed confirmatory factor analysis、structural equation model and path analysis. The results of study were as follows:
1. The results of this study found that the most frequently sport goods using internet to buy are sport dresses and fittings, sports shoes, and body-building apparatus. And it would be better if once single consumption is lower than 3000 NT dollars . Samples’online behavior attitude, subjective norm, perceived behavioral control and behavior intention are positive and affirmative. But the degree of actually consumer behavior was low. And the convenient motivation was higher than other motives.
2. Different personal background showed significant differences to the behavior intention and actually behavior of Online Sporting Goods consumption.
3. Different motive Intensity showed significant differences to the behavior intention and actually behavior of Online Sporting Goods consumption.
4. Results suggested that the Theory of Planned Behavior fitted the data well (RMSEA=0.064) and provided significant insights into the factors that influence behavior intention and actually behavior of Online Sporting Goods consumption. And after integrated the behavior motives ,model still fitted well (RMSEA =0.067).
5. Behavior attitude, subjective norm, perceived behavioral control had significant positive influence on the Online Sporting Goods consumption behavior intention and actually behavior. Economical and social motives had positive influence on the online Sporting Goods consumption behavior intention. Economical and convenience motives had positive influence on the online Sporting Goods consumption behavior. After integrated behavior motives to the TPB model, the explained variance(R2) were augment.
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