| As women's soccer has experienced explosive growth in the collegiate level in the United States, millions of people have constructed their own cognitive structures about women's soccer. Based on the circumstance, the purpose of this study was to examine and predict collegiate students' intentions toward watching the 2003 Woman's World Cup. As a theoretical framework guiding this study, the theory of reasoned action (TRA) provided by Fishbein (1967) was utilized. Another purpose of this study was to determine the applicability of the TRA toward watching the 2003 Women's World Cup.;The eight research hypotheses were designed to conduct this study. The 593 respondents enrolled in the Lifetime Activity Program in two four-year public institutions at southeastern area participated in self-administered survey. The data from the subjects gathered were analyzed using mean, standard deviation, F-test, t-test, and standardized multiple regression.;In results, all hypotheses, except for one hypothesis testing the difference between genders on subjective norm, were statistically significant. Specifically, the relationships among all main dimensions such as attitude, subjective norm, and behavioral intention were statistically significant. Therefore, the TRA was supported in that attitude and subjective norm were major determinants of behavioral intention toward watching the 2003 Women's World Cup. Thus, the TRA model was applicable for the viewership behavior. Furthermore, the investigation of external variables such as the degree of knowledge, the level of behavioral intention, and gender provided valuable information for practitioners to develop marketing strategies for Women's World Cup. |
