paragliding adventure recreation consumers ’ activity motivation, enduring involvement and their involved behavior（跳伞冒险娱乐消费者的活动动机、持久的参与和他们的参与行为）.pdfVIP

’ Paragliding Adventure Recreation Consumers Activity Motivation, Enduring Involvement and Their Involved Behavior Dr. Hsiao-Ming Chang, Professor, Department of Kinesiology, Health, and Leisure Studies, Chienkuo University Technology, Taiwan Yu-Ting Huang, Corresponding Author, Assistant Professor, Office of Physical Education, Asia University, Taiwan ABSTRACT This study analyzes paragliding participants’ enduring involvement. Questionnaires were mailed to all paragliding associations and clubs in Taiwan, with a total of 193 effective ones collected. Canonical correlation analysis and multiple regression obtained several findings. First, strong positive correlation exists between participating motivation and involvement: i.e., stronger mo tivation means enduring involvement. Second, given this significant correlation, their involved behavior, including opinion leadership, innovation, knowledge, and media use, prove stronger if they continue involvement in these activities . Third, participating motivation of paragliding consumers exerts significant effect on enduring involvement. Fourth, enduring involvement of paragliding consumers exerts a significant effect on involved behavior. These findings deepen understanding of paragliders’ enduring involvement in the adventure and leisure industry, which can afford a critical and explicit reference in marketing and advertising for more practical purposes. Keywords: paragliding, involved behavior, enduring involvement, participatin