摘要
采用文献资料调研、问卷调查和逻辑分析等方法,分析长三角城市居民体育消费结构现状,运用霍华德-谢思体育消费行为模型,层析长三角城市居民体育消费的影响因素,并探讨体育消费结构存在的问题。研究发现,三角城市居民消费者的样本特征明显,在体育消费结构中,以实物性体育消费为主,服务性体育消费滞后,体育消费结构存在失衡问题。问题的主要原因:收入水平不高,闲暇时间欠缺;消费需求不足,消费动机欠缺;消费环境不佳,相关群体影响;产品满意度低,购买后有冲突,以此提出长三角城市居民体育消费结构的优化建议。
Taking Yangtza Delta urban residents as typical investigation fields, this paper discus-ses the consumption structure on sports through using the methods of literature review, ques- tionnaire survey, and logical analysis, and make a concrete analysis of the present situation of Yangtza Delta urban residents ＇ sports consumption. Meanwhile, this paper explains the pre- dominant influence in the sports consume by using Howard-Sheth Model, and explores the ex- isting problem of sports consumption structure. The result shows that the consumers have their obvious characters. As a part of the structure, the consumption of physical sports plays a pre-dominant role, which brings about many problems. However, the consumption of service sports is relatively backward. The inbalance of the sports consume is casued by many factors such as the poor average income, the deficiency of spare time, the shortcoming of consumer demand, the insufficient of consumption motivation, the poor quality of atmosphere, the influence of rel-evant inhabitant, the low degree of satisfaction, and the disagreement after consuming. Finally, based on the above researches, some corresponding advices are put forward to optimize the structure of sports consumption of Yangtza Delta urban residents.
出处
《体育科学》
CSSCI
北大核心
2013年第10期52-62,共11页
China Sport Science
基金
国家体育总局体育哲学社会科学重点资助项目(1466SS10020)
关键词
长三角
城市居民
体育消费
体育消费结构
影响因素
Yangtza Delta
urban residents
sports consumption
structure of sports consump-tion
influence factor
