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1 Theory of Planned B e h a v i o r, TPB A j z e n LISREL T P B Bryce & Rutter, B e r k o w i t z, 1990; Creasey & Myers, 1986; Griffiths, 1998; Lo, Wang, & Fang, 2005; Ng & Wi e m e r-hastings, 2005; Spence, 1993 Bryce & Rutter, 2002 B r y c e R u t t e r * 2002 K T V NSC H

Myers, 1986; Griffiths, 1998; Lo, Wang, & Fang, 2005; Ng & Wi e m e r-hastings, 2005;

2 258 H i N e t , Korea Entertainment System Industry Association, KESA, A j z e n Ajzen & Driver, 1992 T P B Goodale, 2005 Acohido, % A n o n y m o u s, Chou & Ting, 2003; Griffiths, Davies, & Chappell, 2003; Griffiths & Hunt, 1998 Ng & Wi e m e r-hastings, 2005; Phillips, Rolls, & Rouse, 1995 B e r k o w i t z, 1990; Scott, 1995 Murphy, Alper, Moes, & Somes, Chak & Leung, 2004; Lo et al., 2005; Whang, Lee, & Chang, 2003 Trotter, 2005 Funk, 1992; Funk & Buchman, 1995; Gentile, Lynch, Linder, & Walsh, 2004; Uhlmann & Swanson, 2004; Va s t a g,

Griffiths & Hunt, 1998 Ng & Wi e m e r-hastings, 2005; Phillips, Rolls, & Rouse, 1995 B e r k o w i t z, 1990; Scott, 1995 Murphy, Alper, Moes, & Somes, 1986 91 Chak &

3 Berkowitz, 1990; Funk & Buchman, 1995; Scott, 1995 Funk, 1992 Funk & Buchman, 1995 S h e r e r, 1998 G r i ffiths, 2005 Masendorf, 1995 Doolittle, 1995 Lim & Wang, 2005; Macedonia, 2005 Appelman, 2005; Kiili, % 50% Dorman, 1997 Creasey & Myers, 1986 Littleton, Light, Joiner, Messer B a r n e s g e e k j o n a h Ya t e s L i t t l e t o n p. 578 G r i ff i t h s G r i ffiths et al., Mannell & Kleiber, C h e n, Wigand N i l a n flow experience C s i k s z e n t m i h a l y i, 1988 Jackson, 1999 C h o u Ti n g A j z e n F i s h b e i n Ajzen, 1985; Ajzen & Madden, 1986 a t t i t u d e subjective norms i n t e n t i o n Ajzen, Timko, & White, 1982; Manstead, Proffitt, & Smart, 1983 Ajzen 1982

578 G r i ff i t h s 2003 90 90 90 G r i ffiths et al.

4 260 T P B perceived behavioral control Ajzen, 1987; Ajzen & Madden, 1986 T P B Ajzen, 2002 Armitage C o n n e r T P B T P B A j z e n Ajzen, 1991; Doyle-Baker, 2000; McMillan, Higgins, & Conner, Cordano, 1998; Hagger, Chatzisarantis, & Biddle, 2001; Honkanen, Olsen, & Verplanken, 2005 T P B Ajzen & Driver,

Doyle-Baker, 2000; McMillan, Higgins, & Conner, 2005 81 82 Cordano, 1998; Hagger,

5 % % % % % % D r. Ajzen behavioral beliefs e v a l u a t i o n s 13 3 normative beliefs motivation to comply control beliefs control power LISREL 8.3 S E M S E M

Ajzen 1992 25 behavioral beliefs 13 3 3 e v a l u a t i o n s 13 3 normative

6 262 manifest variables l a t e n t v a r i a b l e s SEM maximum likelihood, ML M L M L Ding, Ve l i c e r, & Harlow, 1995 M L Marsh, Balla, & McDonald, over identified H a i r, Jr., Anderson, Tatham, & Black, 1998 modification indices Anderson & Gerbing, 1988 c o n v e rgent validity discriminant validity Bagozzi Yi individual item reliability factor loading ~ Hair Jr composite reliability, CR C R Fornell L a r c k e r ~0.946 variance extracted, VE V E V E Fornell L a r c k e r V E X X X VE 0.579~0.746

, Anderson, Tatham, & Black, 1998 modification indices Anderson & Gerbing, 1988 c o n v e rgent validity discriminant validity Bagozzi Yi 1 988 individual item

7 X X X X X X X X X X X X X X X X X Ahire, Golhar Wa l l e r H a t c h e r confirmatory factor analysis, CFA nested CFA model 2 L I S R E L = 0. 05

434 X 0.64 0.59 X 0.68 0.54 X 0.70 0.51 X 0.820 0.478 X 0.68 0.53 X 0.75 0.44 X 0.72 0.48 X X 0.54 0.71 0.642 0.378 X 0.57 0.68 0.77 0.

8 264 Anderson, 1987; Anderson & Gerbing, 1988; Ve n k a t r a m a n, X X X X X X N.A N.A X X X N.A N.A. X X X N.A N.A. X X X X X X N.A. 2 model fitness

A. 44.96 N.A. 0.79 112.44 111.65 X 133.27 187.21 53.94 X 153.88 193.41 39.53 X 4.42 130.51 126.09 N.A. 92.32 N.A. X 123.76 1507.18 1383.42 X 133.42 178.74 45.32 X 4.22 143.

9 265 B a g o z z i Yi B e n t l e r Jöreskog Sör b o m G F I AGFI root mean square error of approximation, RMSEA comparative fit index, CFI 3 2 Chi-square P< degrees of freedom < df=293 goodness of fit index, GFI > adjusted goodness of fit index, AGFI > RMSEA root mean square error of approximation < comparative fit index, CFI > P-value < Bagozzi Yi Chin & Todd, 1995; Hair Jr., et al., G F I A G F I Hair Jr G F I A G F I Baumgartner H o m b u rg S E M 184 G F I A G F I % 48% S E M 7 6 = X 11 = X 22 = X 33 = = = = = X 0.67** 2 X 0.47** 3 X 0.87** ** ** ** ** p<0.01

062 comparative fit index, CFI >0.9 0.94 3 2 P-value < 0.01 2 Bagozzi Yi 1 988 2 3 Chin & Todd, 1995; Hair Jr., et al.,1998 3 G F I A G F I Hair Jr. 1998 G F I A G F I 1 0.

10 266 5 t X N.A ** 0.16 N.A ** X N.A ** 0.06 N.A ** X N.A ** 0.11 N.A N.A ** N.A ** N.A ** N.A :N.A. ** p <.01 S E M X X X X X 2 R

56 3.24** N.A. 0.24 0.24 4.13** N.A. 0.13 0.13 2.50** N.A. 0.12 0.12 0.78 :N.A. ** p <.

11 267 A j z e n T P B 6 4 % S E M H a t c h e r A h i r e 1996 C FA 2 T P B T P B, 9 4 Astrøm, 2004; Hagger et al., 2001; Van Der Rijt & Westerik, Cordano, 1998; Hagger et al., 2001; Honkanen et al., 2005; Jackson, Smith, & Conner, 2003 Brickell, Chatzisarantis, & Pretty, 2003; McMillan et al., 2005 Bamberg, Ajzen, & Schmidt, 2003; Norman, 2003; Rivis & Sheeran, 2003 T P B Honkanen et al., 2005 Norman, 2003 Rivis & Sheeran, 2003 Miesen, 2003 T P B T P B 2

, 2005; Jackson, Smith, & Conner, 2003 Brickell, Chatzisarantis, & Pretty, 2003; McMillan et al.

12 268 Stebbins, 1999 Driver & Bruns, 1999; Iso-Ahola, 1999; Mannell, Chak & Leung, 2004; Lo et al., 2005; Ng & Wiemer- Hastings, 2005; Tr o t t e r, %- 5 % 93 Whang et al., 2003; Yang, Choe, Matthew, Lee, & Cho, 2005 Yo u n g American academy of pediatrics, 1999 T P B S L E V I N, J. (2000). T h e internet and society. 81 B M P 3

, 2003; Yang, Choe, Matthew, Lee, & Cho, 2005 Yo u n g 1 996 93 American academy of pediatrics, 1999 T P

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14 270 Anderson, J. C. (1987). An approach for confirmatory measurement and structural equation modeling of organizational properties. Management Science, 33(4), Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), Anonymous (2005). Not all fun and games. Communications of the ACM, 48(2), 9. Appelman, R. (2005). Designing experiential modes: A key focus for immersive learning environments. Tech Trends: Linking Research to Improve Learning, 49(3), Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behavior: A meta-analytic review. British Journal of Social Psychology, 40, Astrøm, A. N. (2004). Validity of cognitive predictors of adolescent sugar snack consumption. A m e r i c a n Journal of Health Behavior, 28(2), Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, Bamberg, S., Ajzen, I., & Schmidt, P. (2003). Choice of travel mode in the theory of planned behavior: The role of past behavior, habit, and reasoned action. Basic & Applied Social Psychology, 25(3), B a u m g a r t n e r, H., & Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13, B e n t l e r, P. M. (1992). On the fit of models to covariance and methodology to the bulletin. P s y c h o l o g i c a l Bulletin, 112, Berkowitz, L. (1990). On the formation and regulation of anger and aggression: A cognitive neoassociationistic analysis. American Psychologist, 45, Brickell, T. A., Chatzisarantis, N. L. D., & Pretty, G. M. (2003). Using the theory of planned behavior and past behavior to predict exercise in groups of high and low spontaneous implementation intentions. Australian Journal of Psychology, 55, Bryce, J., & Rutter, J. (2002). Computer and video gaming: Academic perspectives, positions and research re s o u rc e s. Center for Research on Innovation and Com[etition (CRIC), MH The University of Manchester. Bryce, J., & Rutter, J. (2003). Gender dynamics and the social and spatial organization of computer gaming. Leisure Studies, 22, Chak, K., & Leung, L. (2004). Shyness and locus of control as predictors of internet addiction and internet use. CyberPsychology & Behavior, 7(5), Chen, H., Wigand, R. T., & Nilan, M. S. (1999). Optimal experience of web activities. Computers in Human Behavior, 15, Chin, W. W., & Todd, P. (1995). On the use, usefulness, and ease of use of structural equation modeling in MIS research: A note of caution. MIS Quarterly, 19(2), Chou, T. J., & Ting, C. C. (2003). The role of flow experience in cyber-game addiction. CyberPsychology & Behavior, 6(6), Cordano, M. (1998). Environmental attitudes and environmental management behavior: An application of the t h e o ry of planned behavior. Unpublished Doctoral dissertation, University of Pittsburgh, PA UMI ProQuest Digital Dissertation, AAT Creasey, G. L., & Myers, B. J. (1986). Video games and children: Effects on leisure activities, school work

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15 271 and peer involvement. Merril-Palmer Quarterly, 32, Csikszentmihalyi, M. (1988). Beyond boredom and anxiety: The psychology of optimal experience. S a n Francisco: Jossey-Bass. Ding, L., Velicer, W., & Harlow, L. (1995). Effect of estimation methods, number of indicators per factor and improper solutions on structural equation modeling fit indices. Structural Equation Modeling, 2, Doolittle, J. H. (1995). Using riddles and interactive computer games to teach problem-solving skills. Teaching of Psychology, 22(1), Dorman, S. M. (1997). Video and computer games: Effect on children and implications for health education. Journal of School Health, 67(4), Doyle-Baker, P. T. K. (2000). Fibromyalgia syndrome patient s intention to exercise: An application of the theory of planned behavior. Unpublished Doctoral dissertation, University of Loma Linda, CA. UMI ProQuest Digital Dissertation, AAT Driver, B. L., & Bruns, D. (1999). Concepts and uses of the benefits approach to leisure. In E. L. Jackson & T. L. Burton (Eds.), Leisure studies: Prospects for the twenty-first century (pp ). State College, PA: Venture. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unbervables and measurement error. Journal of Marketing Research, 18, Funk, J. B. (1992). Video games: Benign or malignant? Journal of Developmental and Behavioral Pediatrics, 13, Funk, J. B., & Buchman, D. D. (1995). Video game controversies. Pediatric Annals, 24, Gentile, D. A., Lynch, P. J., Linder, J. R., & Walsh, D. A. (2004). The effects of violent game habits on adolescent hostility, aggressive behaviors, and school performance. Journal of Adolescence, 27(1), Goodale, G. (2005). Video-game industry mulls over the future beyond shoot- em-ups. Christian Science Monitor, 97(133), G r i ffiths, M. D. (1998). Violent video games and aggression: A review of the literature. A g g ression and Violent Behavior, 4, Griffiths, M. D. (2005). Video games and health. BMJ: British Medical Journal, 331(7509), G r i ffiths, M. D., & Hunt, N. (1998). Computer game addiction in adolescence? A brief report. Psychological Reports, 82, G r i ffiths, M. D., Davies, M. N. O., & Chappell, D. (2003). Breaking the stereotype: The case of online gaming. CyberPsychology & Behavior, 6(1), Hagger, M. S., Chatzisarantis, N., & Biddle, S. J. H. (2001). The influence of self-efficacy and past behavior on the physical activity intentions of young people. Journal of Sports Sciences, 19(9), Hair, Jr. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). New York: Macmillan. H a t c h e r, L. (1994). A step-by-step approach to using the SAS system for factor analysis and stru c t u r a l equation modeling. Cary, NC: SAS Institute. HiNet (2004). Retrieved May 16, 2004, from games. hinet/?campaign_id Honkanen, P., Olsen, S. O., & Verplanken, B. (2005). Intention to consume seafood The importance of

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17 273 Rivis, A., & Sheeran, P. (2003). Social influences and the theory of planned behavior: Evidence for a direct relationship between prototypes and young people s exercise behavior. Psychology & Health, 18(5), Scott, D. (1995). The effect of video games on feelings of aggression. Journal of Psychology, 129(2), S h e r e r, M. (1998). The effect of computerized simulation games on the moral development of junior and senior high school students. Computers in Human Behavior, 14(2), Spence, S. A. (1993). Nintendo hallucinations: A new phenomenological entity. Irish Journal of Psychological Medicine, 10, Stebbins, R. A. (1999). Serious leisure. In E. L. Jackson & T. L. Burton (Eds.), Leisure studies: Prospects for the twenty-first century (pp ). State College, PA: Venture. Trotter, A. (2005). Internet games seen as addictive in China. Education Week, 24(41), 14. Uhlmann, E., & Swanson, J. (2004). Exposure to violent games increases automatic aggressiveness. Journal of Adolescence, 27(1), Van Der Rijt, G. A. J., & Westerik, H. (2004). Social and cognitive factors contributing to the intention to undergo a smoking cessation treatment. Addictive Behaviors, 29(1), Vastag, B. (2004). Does video game violence sow aggression? Studies probe effects of virtual violence on children. JAMA: Journal of the American Medical Association, 291(15), Venkatraman, N. (1989). Strategic orientation of business enterprises: The construct, dimensionality, and measurement. Management Science, 35(8), Whang, L. S., Lee, S., & Chang, G. (2003). Internet over-users psychological profiles: A behavioral sampling analysis on internet addiction. CyberPsychology & Behavior, 6(2), Yang, C. K., Choe, B. M., Matthew, B., Lee, J. H., & Cho, J. S. (2005). SCL-90-R and 16PF profiles of senior high school students with excessive internet use. Canadian Journal of Psychiatry, 50(7), Yates, S. J., & Littleton, K. (1999). Understanding computer game cultures: A situated approach. Information, Communication and Society, 2, Young, K. S. (1996). Addictive use of the internet: A case study that breaks the stereotype. Psychological Reports, 79,

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18 274 Bulletin of Educational Psychology, 2006, 37(3), National Taiwan Normal University, Taipei, Taiwan, R.O.C. Constructing an Intentional Model of Visiting Internet Café: A Selected Group of College Students YI-CHUNG HSU Institute of Tourism and Recreation Management National Dong Hwa University TAI-KUEI YU Department of International Business Southern Taiwan University of Technology Due to the popularity of internet café and on-line computer games for youngsters, this study intended to develop an intentional model of visiting internet café through structural equation modeling. The sample for this study was drawn from the undergraduate population in a university in eastern Taiwan. The survey instrument, with permission of Dr. Ajzen of the University of Massachusetts, was translated into Chinese and pilot tested. A total of 378 valid questionnaires were collected in March The data were analyzed using LISEREL 8.3 software. The results indicated that (1) the more positive the attitude toward visiting internet c a fé, the stronger the intention; (2) the stronger the subjective norms, the weaker the intention of visiting internet café; (3) the intention was not influenced by the students perceived behavioral control; and (4) the more the past experience of visiting internet café, the stronger the intention. Three conclusions were drawn regarding TPB theoretical framework: (1) The intentional model effectively predict the respondents intention of visiting internet café; (2) In making prediction on one s intention to visit internet café, past behavior was more influential than perceived behavioral control; (3) In terms of intention of visiting internet café, there seems to be a trend of rising individualism and falling normative influences. Suggestions and recommendations were made for future research and practice. KEY WORDS: computer games, internet café, past behavior, SEM, theory of planned behavior

Department of International Business Southern Taiwan University of Technology Due to the popularity of internet café and on-line computer games for youngsters, this study intended to develop an

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untitled (65) * ** *** * ** *** (66) 2006 2001 Technology acceptance model, TAM Davis 1989 Theory of Reasoned Action, TRA TAM Perceived Usefulness Perceived Ease of Use (67) Davis,1989 Moon and Kim, 2001 External