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MBA硕士论文_基于TPB理论的体育赛场文明观赛行为实证研究(67页)

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更新时间:2015/7/11(发布于湖北)

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文本描述
摘要
在我国举办的各类体育赛事中,经常出现一些观众不合时宜的举止行为或不道德
的行为表现,这些行为的出现不仅会破坏赛场秩序,影响我国体育事业的良性发展,
也会直接影响社会治安与社会秩序,甚至危及我们整个社会的公共利益,对我国和谐
发展起到负面作用。近年来,我国举办高级别的世界级体育赛事越来越多,我国体育
赛场观众的观赛行为也已成为全社会乃至全世界较为关注的社会现象之一。体育赛场
观众的观赛行为不仅仅代表着个人的道德素养和形象,更加代表着我国的文化特征和
精神文明。因此我们有必要对体育赛场观众的观赛行为进行系统的研究与分析,以此
来正确引导观众,提高观众的道德素质,构建健康、文明、和谐的赛场环境。

本文基于计划行为理论,结合我国体育赛场观众的观赛特点,研究体育赛场观众
文明观赛态度、主观规范、知觉行为控制与体育赛场观众文明观赛行为意向以及体育
赛场观众文明观赛行为意向与体育赛场观众文明观赛行为的关系,对上述关系提出研
究假设,构建研究模型,对体育赛场观众的文明观赛行为进行实证研究。研究主要针
对体育赛场观众四项具体的文明观赛行为进行,包括语言文明、肢体文明、垃圾处理、
遵守赛场秩序。针对每种具体的文明观赛行为,都从三个方面进行研究,即首先研究
体育赛场观众文明观赛态度、主观规范、知觉行为控制和体育赛场观众文明观赛行为
意向之间的关系;其次研究体育赛场观众文明观赛行为意向和体育赛场观众文明观赛
行为之间的关系。

根据本文的研究假设和模型构建,本研究开发设计调查量表并对北京市各大体育
赛场的现场观众进行了大样本抽样调查。采用 SPSS19.0 软件对抽样获取的 508 份有
效样本进行分析,得出以下结论:(1)体育赛场观众文明观赛态度、主观规范、知觉
行为控制对体育赛场观众文明观赛行为意向有显著的影响;(2)体育赛场观众文明观
赛行为意向对体育赛场观众文明观赛行为有显著影响。

最后,基于本研究的实证结论对如何重塑我国体育赛场观众的文明观赛行为并加
强观众道德素质建设提出了措施建议。

关键词:计划行为理论;体育赛场观众;文明观赛行为

Abstract
There are many unappropriate behaviours in the competitions hold in China. These
conducts influence not only the competing order but also the development of sports in
China, moreover, the social order and safety will be influenced too. In recent years, there
are more and more high-level competitons held in China. The conduct of Chinese sport
audience has been paid close attention all over the world, these conducts represent not only
individual quality but also the culture and civilization of China. Therefore, it is of great
value researching these conducts, we hope this research can guide the audience in a right
way, improve these personal qulity, and make the competing environment healthier and
with more humony.
Based on Theory of Planned Behavior, combine it with the characteristics of Chinese
audience, we focus our research on the relation among attitude, subjective norm, perceived
behavior control, civilized behavior intention and the civilized sport behavior. We raise the
hypothesis and construct researching model, do some empirical research on sport audience
behavior. We focus the research on four aspects: language civilization, physical civilization,
garbage disposal and following competiton order. Aiming at every specific behavior, we do
our research from three dimension.
According we have discussed in the early part, we do some sample survey aim at
several big sport fields. The sample size is 508, we use SPSS 19.0 to analyze the data, and
we have drawn conclusion below: (A) Audience attitude, subjective norm and perceived
behavior control have significant impact on controlling sport audience behavior intention;
(B) Sport audience behavior intention has significant impact on sport audience civilized
behavior.
At last, we put some advice based on the empirical research on how to reshape the
sport audience civilized behavior in China.
Key Words: The Theory of Planned Behavior; Spectators; Civilization Behavior