| Summary: | 碩士 === 大仁科技大學 === 休閒事業管理研究所 === 104 === The purpose of thwas study was to validate the “Behavioral Intentional Model of Consumers of Ping-tung Sports Center. Based on the theory of planned behavior, the study constructs a consumer behavioral and intentional model of Ping-tung Sports Center, and verifies if the attitudes, subjective norms, and perceived behavioral control could predict Consumers’ Behavioral Intention in Pingtung City Sports Center. The subjects of the study were consumers of Ping-tung Sports Center and the method of the study was through Questionnaire Survey. Thwas study provided 400 questionnaires, 386 valid questionnaires were generated. The valid return rate was 96.5%. Processed respectively through SPSS for Windows 12.0 and Amos 20.0, data of the study showed that the compatibility between the model constructed based on the theory of planned behavior and data collected was acceptable. Perceived behavioral control was an obvious influence for consumer behavior intention. However, attitudes as well as subjective norms had no significant influence on consumer behavior intention. According to the study above, it was suggested that operators of Ping-tung Sports Center should promote consumers’ positive attitudes and the perceived behavior control to strengthen their intention to carry out lewasure activities in Ping-tung Sports Center.
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