[[alternative]]Applying Means-End Chain Model to the Values of Soft Tennis Leisure Sports

[[abstract]] 軟式網球運動在台灣發展100多年，曾經是國內最普遍的球類運動項目之一，惟軟式網球運動風氣日漸式微，參與者減少且趨向高齡化。本研究目的在瞭解軟式網球休閒運動參與者之現況並建構參與者實現之價值，以提供軟式網球運動推廣單位參考。 本研究以方法目的鏈模式為研究方法與工具，運用軟式階梯法，訪談20位從事軟式網球運動10年以上的參與者，輔以內容分析法編碼後歸納分類，建構相關屬性、結果與價值的連結並繪製蘊含矩陣表及價值階層圖。 研究結果發現，軟式網球運動參與者內心真正獲得的價值為生活中的樂趣與享受、自尊及自我實現；獲得的休閒效益結果為分享互動、身體健康、紓壓、自我表現、豐富生活及養成運動習慣；吸引參與者之屬性為活動筋骨、可及性及人際互動。[[abstract]] Soft tennis has been developed for more than 100 years and was once one of the most popular ball sports in Taiwan. The popularity of soft tennis is declining. The number of participants is decreasing and become older. The purpose of this study is to understand the current status of participants in soft tennis leisure sports and to construct the value realized by the participants, so as to provide a reference for soft tennis sports promotion units. In this study, the ＂Means-End Chain Model＂ is used as the research methodology and tool. The soft laddering method is used to interview 20 participants who have been engaged in soft tennis for more than 10 years. The content analysis coding classification is used to encode and summarize the categories to construct relevant attributes, consequences and values. Connect and draw the implication matrix table and Hierarchy Value Map (HVM). The results of the study found that the real value gained by the participants of soft tennis is the fun and enjoyment in life, self-esteem and self-realization. The results of leisure benefits obtained are sharing and interaction, physical health, relief, self-expression, enriching life and developing sports habits. The attributes that attract participants are active muscles, accessibility and interpersonal interaction