Abstract
Based on the theory of planned behavior, this study attempted to investigate the effects of attitude, subjective norm, perceived behavioral control and belief-based measurement on the behavioral intention of morning swimming club members participating in Sun-Moon Lake International Swimming Carnival. Simultaneously, differences among different demographics on those aforementioned variables were compared. By using convenient sampling method, a self-report questionnaire was sent to 8 morning swimming clubs. Out of 600 questionnaires distributed, 536 of them were valid. Independent samples t-test, one-way ANOVA, product-moment correlation and multiple stepwise regression analysis were used for further analysis. Empirical results indicated respondents' attitude, subjective norm, perceived behavioral control and behavioral intention toward participating in Sun-Moon Lake International Swimming Carnival were positive. Among them, attitude toward this Carnival was the highest, followed were subjective norm and perceived behavioral control. Using independent samples t-test and one-way ANOVA to compare the differences among different demographics, this study found more than 6 times experience subjects in all measurements were higher than non-experience. Male subjects were higher than female in attitude, behavior beliefs, perceived behavioral control, control beliefs and behavioral intention. When used different model to predict behavioral intention, this study found attitude, subjective norm, perceived behavioral control, belief-based measurements and behavioral intention significant correlated positively. Among them, perceived behavioral control and control beliefs effected intention most. According to the findings above, limitations and future study suggestions were proposed.