| Summary: | 碩士 === 大葉大學 === 事業經營研究所碩士在職專班 === 97 === In order to understand the cycling exercise participator’s behavior intentions, the study employed the theory of the reasoned action (TRA) to explore the interrelationships among individual attitude, subjective norm and behavior intention..
The sample tested by questionnaire in this study features that there are a bit more male participators than female ones. The age of them is between 21~40 years old. Most of the participators are graduated from colleague or university and work in the manufacture industry or serve in government authorities. The monthly salary is between NTD20,001-60,000.
The result of this study is that behavior intention is positively influenced by attitude and subjective norm. Attitude has stronger influence to behavior intention than subjective norm does. Besides, all of the six sub-variables under attitude have the significant influence to attitude, and both the two sub-variables under subjective norm have the significant influence to subjective norm as well.
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