| Summary: | 碩士 === 國立中正大學 === 企業管理系研究所 === 106 === Recently, the popularity of road running has continued to rise. With the rise of health awareness, participating in leisure activities has been received considerable concerns. Jogging is one the most economical and efficient activities for healthy life because it is not limited to time, space and age. In the past, many studies were focusing on the road running, but most of which were involved in motives, leisure benefits, and sports injuries. Therefore, based on the Decomposed Theory of Planned Behavior (DTPB), the main purpose of this study is to examine the suitability of the model. The study intends to investigate the determents of three dimensions (Attitudes, Subjective norms, Perceived behavioral control and to explore influential factors from every dimension and find out the effects on attitude, subject norms and perceived behavioral control on continuance intention. The study conducted a web-based questionnaire survey. A total 582 subjects participated the study. The empirical findings of this study are:
1. Decomposed Theory of Planned Behavior (DTPB) provides a suitable method of predicting Continuance intention of participants in running activities.
2. The intention of Continuance participation in running activities was mainly affected by their attitude, subjective norms and perceived behavioral control positively.
3. Instrument beliefs and affective beliefs can positively predict attitudes. Both primary group and secondary group can positively predict subjective norms effectively. Self-efficacy and facilitating condition can predict perceived behavioral control positively.
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