| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 103 === In this study, "the theory of planned behavior" and "behavioral intention" and
other dimensions,constructive participation road running behavioral intention
model. Subjects were involved in the Kaoping area Gangshan Matsu blessing road
run activity people used purposive sampling questionnaires for data collection
questionnaires issued a total of 350 questionnaires questionnaire number 300,
effective recovery of 85.7%.Data obtained after statistical analysis,
confirmatory factor analysis,linear structure of party programs for data
analysis.Results are as follows:public participation in road running events,
who has a positive attitude,beneficial results and feedback,is willing to
continue to engage in road running;in addition,people will be judging themselves
whether they have sufficient economic power or external resources,to decide
whether to participate in activities.
This research conclusion,due to the movement marketing,the competition image
promotion and the organization association,arouses participant's participation
motive,and then to moves the participation to achieve feeling satisfaction,
strengthens the intention,which the populace future continually will recommends
other people intention.According to this research conclusion,proposed the
practice and the following research suggestions,it provides for the sports event
correlation undertaking unit took reference the future plan,with the government
administrative organ close relation,it will tie the closed circuit to travel
linear dependence ways to sightseeing scenic spot and manufacturer support,it
will cause jogging to move the participant except to be possible to achieve
individual jogging effectly,and also bring along one's family participates in
the activity together,to understand the place humanities character and style
promoting the local economic efficiency,with the jogging promotion,connecting
the place government and the folk resources,which selling the place
characteristic industry.
Keywords:attitude,subjective norm,perceived behavioral control,behavioral
intentions,linear structure equation model.
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