| Summary: | 碩士 === 國立中正大學 === 運動與休閒教育研究所 === 100 === By exploring the influence of the sport experience program coupon on the college students taking part in the games held by Chinese Professional Baseball League in the light of the Theory of Planned Behavior and the Consumption Behavior, this study aims, firstly, to discuss the forecastable condition in which the students’ attitudes, subjective norms and perceived behavioral control affect their behavioral intentions to watch the spot; secondly, to examine how the program has impacts on the students’ attitudes, subjective norms, perceived behavioral control and behavioral intentions while they’re watching the spot; and thirdly, to investigate how the program has effects on the expected maximum amount of consumption of by-products, meal and transportation. The objects of this study are 300 college students in north, central and south Taiwan chosen by convenience sampling. The data are analyzed by Descriptive Statistics, Paired-Samples t Test and Structural Equation Modeling. Three possible outcomes of this study: First, the objects’ attitudes, subjective norms and perceived behavioral control towards the games held by Chinese Professional Baseball League can effectively predict their behavioral intentions. Especially their perceived behavioral control is the main forecastable factor. Second, the program of sport experience coupon has significant and positive influence on the objects’ attitudes, subjective norms, perceived behavioral control and behavioral intentions towards the games held by Chinese Professional Baseball League. Third, the expected maximum amount of consumption around the stadium is met via the running of the program: each of the objects is willingly to purchase by-conducts with 28 more dollars, meal with 12 more dollars, and transportation with 16 more dollars (by average).
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