A Study of Behavior Intention of Runners' Virtual Community: The Case of Marathon's World Website

摘要

According to the World Health Organization (2015) statistics, the population of today's global obesity has already doubled since 1980, the number nearly doubled. World Health Organization also estimates that depression, along with cancer and AIDS, will be the three major diseases in the world. It can be seen that in modern society, we need to focus more on people's physical and mental health. Moreover, moderate exercise on a regular basis can strengthen the body function, enhance the physical and mental health, and has positive impact on disease prevention, rehabilitation and weight control. Wherein jogging for physical and psychological improvement can have great help, will also enhance the quality of life. Governments around the world have held various road running events. With support of the government of and promotion of the enterprise, the road running atmosphere in Taiwan is growing year by year. Since the rising atmosphere of road running, there are various website about road running around the world. In this study, the research object is the road running platform of Taiwan's largest virtual sports community website called "Marathon's World". The basic model of this study is based on integrated technology acceptance model (UTAUT) proposed by Venkatesh, Morris, Davis and Davis (2003). In this study, 276 valid questionnaires were collected and analyzed for data compilation. The results indicates that among the original model of UTAUT, almost every facets of the assumptions are tangible, except for the impact caused by Facilitating Conditions among User Behavior remains not significant. The impact on behavioral intention caused by the added new variable - sense of community in the performance expectancy and expectation of payment categories were different; and different levels of condensation of a sense of community may result in variation of User Behavior influenced by Facilitating Conditions. The results of this study can provide the same type of reference to build and promote the site in the future and hoping to promote exercise habits and sports atmosphere by enhancing the cohesion of the road running virtual platform community. In order to have a positive impact on the national health.