移动互联网时代沈阳市大学生体育消费行为研究

发布时间：2018-06-11 21:28

本文选题：移动互联网 + 体育消费　；参考：《西安体育学院》2017年硕士论文

【摘要】：随着李克强总理在2015年底的“互联网+”概念及2014年国务院的加快体育产业政策的形成,“互联网+”行动计划和体育产业发展文件的提出,促使“互联网+体育”的产生。随着互联网向移动互联网的网络环境的变化,“移动互联网+体育”也是应运而生。移动互联网逐渐深入到人们的生活中,传统体育行业是否能借助移动互联网获得新的突破,使得体育深入到人们的生活中,扩大体育消费市场及需求。沈阳市作为东北老工业基地,由于历史等相关问题,其体育产业起步比较晚,但是在新型社会环境下,沈阳市体育产业的发展步伐还是比较快。在2008年的北京奥运会,足球项目的一个分赛场设在沈阳;2009年3月12日,第十二届全运会的主办权由沈阳获得。两次大型的体育赛事的举办,促进沈阳市体育产业的发展,并且提高了沈阳市国民健身的意识。在我国大规模的网民中,20-29岁年龄段比例为30.7%,大学生正处在此年龄阶段中。大学生作为特殊的消费群体。本文通过文献综述法、逻辑分析法相结合的方法,对相关资料进行查询、分类、整理获取理论知识。根据本篇论文的整体思路,设计调查问卷,调查沈阳市大学生的基本情况、移动互联网时代沈阳市大学生体育消费内容、方式、渠道等消费行为的基本情况,分析移动互联网时代影响大学生体育消费行为的影响因素。分析现状及问题,为提高大学生进行体育消费提出建议。研究发现:一、移动互联网时代,沈阳市大学生体育消费的渠道发生改变,由PC终端转换成移动终端;被调查的沈阳市大学生,大部分同学进行体育消费,且沈阳市大学体育锻炼的参与度普遍较高,沈阳市大学生体育消费群体基数大。二、沈阳市大学生认为移动互联网时代体育消费的重要程度高;沈阳市大学生获取体育产品/服务的信息时,手机、电脑、朋友介绍成为主要的渠道。三、运动类体育APP成为沈阳市大学生使用的主要对象;运动类体育APP的种类,从下载量高到低的几类,基本平分秋色;大学生使用体育APP的目的主要是为了刺激自己进行锻炼。四、体育消费的种类只要以体育实物为主;节省时间、节约费用、操作简单是沈阳市大学生在移动互联网时代下进行体育消费主要动机;体育产品/服务的价格、质量、多样性、消费者评价是影响移动互联网时代沈阳市大学生进行体育消费的主要因素。五、移动互联网时代沈阳市大学生进行体育消费后的满意度,大部分同学比较满意,并且认为移动互联网下的消费方式比较重要。六、移动互联网时代影响沈阳市大学生体育消费的因素,分为内部因素和外部因素两者,通过对获取数据的分析,得出内外部两个因素共同作用于沈阳市大学生的体育消费行为,并与其有显著相关性。根据对本篇论文的研究分析,为提高移动互联网时代沈阳市大学生体育消费行为,提出以下建议。首先,学校应通过各种宣传渠道,加大对体育锻炼的宣传,提高大学生对体育及体育锻炼的认知,形成良好的体育消费的意识,合理进行理性消费;其次,大学生进行体育消费时,应关注体育应用、产品、服务的质量、价格、消费记录及以往消费者的评价,保证自己个人资料及资金的安全;最后,体育商家或企业应提高自身声誉、体育产品/服务的价格、物流渠道等,提高大学生体育消费行为。
[Abstract]:With Premier Li Keqiang at the end of 2015 "Internet plus" concept and the State Council in 2014 to speed up the sports industry policy formation, "proposed Internet plus" plan of action and the development of the sports industry to file, "Internet plus sports". With the change of the Internet to the mobile Internet Network environment, mobile Internet plus body The traditional sports industry can get new breakthroughs with the help of mobile Internet, which makes sports deep into people's life and expands sports consumption market and demand. As the old industrial base of Northeast China, the sports industry plays the role of sports industry in Shenyang. In the new social environment, but in the new social environment, the pace of development of Shenyang sports industry is still relatively fast. In the 2008 Beijing Olympic Games, a division of the football project is located in Shenyang; in March 12, 2009, the Twelfth National Games' right to host from Shenyang. The two major sports events, promote the Shenyang sports industry In our country, the proportion of the 20-29 year old age group is 30.7%, and the college students are in this age stage. The college students are in this age stage. The college students are the special consumer groups. This article inquires, classifications and collate the related materials through the method of literature review and logical analysis. According to the whole idea of this paper, a questionnaire is designed to investigate the basic situation of college students in Shenyang, the basic situation of sports consumption content, mode, channel and other consumption behavior of college students in the age of mobile Internet, and analyze the influencing factors of sports consumption behavior of college students in the age of mobile Internet. And the problems, in order to improve the sports consumption of college students, the research found that: first, in the mobile Internet era, the channel of sports consumption of college students in Shenyang is changed, from PC terminal to mobile terminal; the majority of students in Shenyang city are investigated for sports consumption, and the participation degree of physical exercise in Shenyang university is generally more than that of the university students. High, Shenyang university student sports consumption group base number is big. Two, Shenyang university students believe that the mobile Internet age sports consumption is very important; Shenyang university students get sports product / service information, mobile phone, computer, friends introduction to become the main channel. Three, transportation type sports APP has become the main use of Shenyang University Students The category of sports sports APP, from high to low downloads, is basically a few classes, and the main purpose of college students to use sports APP is to stimulate their own exercise. Four, the types of sports consumption are mainly sports physical objects, save time, save cost, and simple is Shenyang university students in the era of mobile Internet. The main motive of sports consumption, the price of sports products / services, quality, diversity, and consumer evaluation are the main factors that affect the sports consumption of Shenyang college students in the mobile Internet age. Five, the satisfaction degree of college students in Shenyang after sports consumption in the mobile Internet age, most of the students are more satisfied, and think the movement is mutual. The consumption mode under the Internet is more important. Six, the factors affecting the sports consumption of Shenyang college students in the era of mobile Internet are divided into internal and external factors. Through the analysis of the acquired data, the two factors of the internal and external factors have been found to have a common effect on the physical education and consumption behavior of the college students in Shenyang, and they have a significant correlation with them. In order to improve the sports consumption behavior of Shenyang university students in the era of mobile Internet, the paper puts forward the following suggestions. First, the school should increase the publicity of physical exercise through various publicity channels, improve college students' awareness of sports and physical exercise, form a good consciousness of sports consumption and rational consumption; Secondly, college students should pay attention to sports application, product, service quality, price, consumption record and previous consumer evaluation to ensure the safety of personal data and funds. Finally, sports businesses or enterprises should improve their own reputation, sports products / service prices, logistics channels and so on to improve college students' Sports Consumption line. Yes.
【学位授予单位】：西安体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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