上海市居民参与型体育消费需求系统的结构特征研究

发布时间：2018-01-02 18:37

  本文关键词：上海市居民参与型体育消费需求系统的结构特征研究　出处：《上海体育学院》2017年博士论文　论文类型：学位论文

  更多相关文章： 参与型体育消费需求系统 结构特征 影响因素 营销策略

【摘要】：参与型体育消费是体育消费、也是体育产业发展过程中重中之重,脱离参与型体育消费的体育产业是无源之水、无本之木,而参与型体育消费需求是参与型体育消费的动力源泉。目前还没有较为系统和完整的关于参与型体育消费需求的研究。为了了解居民的参与型体育消费需求成因与需求状态,给企业制定营销策略提供切入点,本研究构建一个以参与型体育服务产品为消费对象,围绕参与型体育消费者的需求状态而构成有机系统。在系统论、供需理论、消费经济学理论的指导下,坚持理论研究与实证分析相结合,宏观规划与微观设计相结合,定性分析与定量分析相结合,通过对上海市居民参与型体育消费需求进行实证调查与收据收集,运用系统分析法、文献法、调查法、数理分析法等研究方法,探究上海市居民不同消费状态下参与型体育消费需求的主要成因和需求情况,挖掘上海市不同运动层次下各消费状态参与型体育消费需求的主要成因和需求情况。本研究的主要结论表现如下:第一,确立了参与型体育消费需求系统的指标体系。在这个指标体系中,参与型体育消费需求系统的整体结构存在三层结构关系,第一层即“参与型体育消费需求系统”由四种消费状态构成的一级指标。第二层,每个一级指标由二级指标,即公共因子构成。第三层,每个二级指标由三级指标,即题项构成。在这个指标体系中,依据系统论的整体性、系统性、层次性和开放性等构建了第一层结构,第二层和第三层指标的确立符合供需理论和消费经济学理论关于消费影响因素的构成。第二,明确了“持续消费”群体居民的支撑需求与对象需求的结构与内容。对“持续消费”群体而言,其参与型体育消费需求支撑需求与对象需求结果一定程度反映了该群体的参与型体育消费需求的状况。第三,探究了上海市居民不同消费状态居民参与型体育消费需求系统的影响因素主要路径特征。“运动意识与运动评价“和“运动评价不良”是影响居民“不运动”的主要因素,这符合意识对物质具有能动的反作用关系原理;“消费支持与消费环境”和“消费伙伴少”是影响居民“不消费”的主要因素,这与人们受体育的“消费风气弱、消费支持低、消费宣传少”等社会生活、消费文化的影响相吻合;“供给环境与消费评价”和“消费环境不良”是影响居民“不再消费”的主要因素,这与内外因辩证关系原理相一致;“消费外因与经济能力”和“预期效果”是促使居民“持续消费”的主要因素,这体现了行为结果反映行为目的,当两者一致时,行为将会持续,同时这也是体育的本质功能得到最好的印证。第四,明晰了上海市不同运动层次下“持续消费”居民参与型体育消费的支撑需求与对象需求的结构与内容。从三个运动层次的分析结果来看,既有需求一致也有需求的差异,表现出各运动层次的需求特征。第五,挖掘了上海市不同运动层次下不同消费状态居民参与型体育消费需求系统的影响因素主要路径特征。对体育支持者而言,“不消费”群体的主要影响路径是“消费制约”到“消费偏好与经济能力”再到“消费偏好低”,消费偏好是消费习惯的表现之一,具有一定的稳定性,“体育消费不受重视”的大环境影响了部分群体的体育消费选择。进一步,“不再消费”群体的主要影响路径是“消费中止”到“供给环境与消费评价”再到“服务质量差”,这说明以服务质量为核心的供给环境和消费评价是消费者是否再消费的主要因素,三者是一脉相承的,服务质量是供给环境的表现之一,消费评价是服务质量的过程感受,同时又是供给环境的信息反馈。最后,“持续消费”群体的主要影响路径是“消费促进”到“消费内因与消费目的”再到“身体健康”,对于持续消费群体来讲,对体育消费的目的非常明确是其能持续消费体育的重要前提,同时也证明了内因对行为的决定性作用。对体育爱好者而言,“不消费”群体的主要影响路径是“消费制约”到“消费偏好与经济能力”再到“消费偏好低”,这一点与体育爱好者是一致的。而“不再消费”群体的主要影响路径是“消费中止”到“消费预期与经济能力”再到“消费价格高”,“消费价格高”是相对的,既有与同行、同类的比较,又有与消费者经济能力的变化的比较,其对消费行为的影响是直接性的。最后,“持续消费”群体的主要影响路径是“消费促进”到“供给环境与消费评价”再到“软件满意”,对于体育爱好者而言,已经具有较好的体育锻炼频度和体育意识,那么提供满意的软件环境是供给的重要体现,也是促使消费者保持持续消费的重要因素。对体育达人而言,“不消费”群体的主要影响路径是“消费制约”到“消费偏好与经济能力”再到“消费偏好低”,这一点三个运动层次的影响因素是一致的,这说明个人消费习惯对消费者的行为影响是巨大的。而“不再消费”群体的主要影响路径是“消费中止”到“消费预期与经济能力”再到“经济能力弱”,这是经济基础决定上层建筑在个人身上最直接的表现,经济能力决定了一个人的生活方式、消费方式,这其中就包含了志趣爱好、消费习惯等,且与衣食住行相比体育消费作为生活消费中最薄弱的环节最容易被中止。最后,“持续消费”群体的主要影响路径是“消费促进”到“消费外因与经济能力”再到“预期效果”,这是行为结果反映行为目的的最好证明,当行为的预期效果与行为目的两者一致时,行为将会持续。同时也是外因通过内因起作用的最好诠释,预期效果是外因,而消费目的是内因,持续消费就是最恰当的表现。
[Abstract]:Participate in sports consumption of sports consumption, a top priority is the development of the sports industry in the process, from the participating sports consumption of sports industry is the source of water, without trees, and participatory sports consumption demand is the power source of participating sports consumption. There is no systematic and integrity of participating sports consumption demand in order to understand the study. Residents in the state of origin and the demand of sports consumption demand, provides the starting point for enterprises to develop marketing strategies, this research to construct a participatory sports service products for the consumer, around the participating sports consumer demand and constitute an organic system. In the system theory, the theory of supply and demand, consumption economics theory under the guidance, adhere to the combination of theoretical research and empirical analysis, macro planning and micro design combining qualitative analysis and quantitative analysis, through the city of Shanghai Residents to participate in sports consumption demand for empirical investigation and collect data, using system analysis method, literature method, survey method, mathematical analysis and other research methods, the main causes and needs of participating sports consumption demand of Shanghai city residents of different consumption state, the main causes and demand of sports consumption demand of mining in Shanghai city different levels of the consumer movement in the state. The main conclusions of this study are as follows: first, establish the index system of participatory sports consumption demand system. In this system, there are three layers of structure relationship between the overall structure of participatory sports consumption demand system, the first layer is the primary index of participating sports consumption the system consists of four kinds of consumer demand "state constitution. Second levels, each level indicator consists of two indicators, namely the public factors. The third layer, each of the two indicators from three grade index The standard items. In this index system, based on integrity, system theory system, hierarchy and openness to construct the first layer structure, the establishment of the second layer and third layer index accords with the theory of supply and demand and consumption economics theory on consumption influence factors. Second, the structure and content of supporting demand with the object demand clear "sustainable consumption". The residents of "sustainable consumption" groups, their participation in sports consumption demand to support demand and object demand results reflect to some extent the participating sports consumption demand. Third, explores the influencing factors of sports consumption demand of residents in Shanghai city different consumption status of residents to participate in the main path. "Sports consciousness and sports evaluation" and "evaluation of the adverse movement" is the main factor affecting the residents "movement", which is consistent with the consciousness Has the reaction principle of dynamic relationship between material consumption and consumption; support environment "and" consumer partners "are the main factors that influence the residents" consumption ", and the people by sports" consumer culture is weak, low consumption consumption, less publicity "and other social life, eliminate impact fee culture fit" supply and consumption; environmental evaluation "and" consumption environment "is the main factor affecting the residents' consumption is no longer", and the dialectical relationship between the principle of internal and external causes are consistent; consumption of external and economic ability "and" expectations "are main factors to promote residents" consumption ", which reflects the results reflect the behavior the purpose of the act, when the two are consistent, the behavior will continue at the same time, this is the essential function of sports are the best proof. Fourth, clear Shanghai city different sports level" sustainable consumption "residents to participate in the body The structure and content of supporting demand and object demand consumption. From the results of the analysis with three sports level, both are consistent with the needs of different needs, showing the demand characteristics of each motion level. Fifth, the main factors influencing the mining path characteristics of Shanghai city sports consumption status under different levels of different residents participation the sports consumption demand system. The sports supporters, "the main influence consumer groups" path of "consumption constraint" to "consumption preference and economic ability" to "low consumption preference, consumer preference is one manifestation of consumer habits, has a certain stability," sports consumption is not affected by the attention "of the the environmental impact of some groups of sports consumption. Further, the main impact of consumer groups is no longer" path "suspension of consumption" to "supply and consumption environment evaluation" to "service Service quality is poor, the quality of service as the core of the supply and consumption environment evaluation is the main factor to whether the consumer consumption, the three is the same, the quality of service is one of the manifestations of supply environment, consumer evaluation is the quality of service experience, is also the feedback information supply environment. Finally, "effect of continuous consumption group path is to promote consumption" to "internal consumption and consumption purposes" and "health", the sustainable consumption of sports consumption groups, the purpose is very clear is an important prerequisite for the sustained consumption of sports, and it is proved that the decisive role of internal behavior of sports. Lovers, "the main influence consumer groups" path of "consumption constraint" to "consumption preference and economic ability" to "low consumption preference", and a sports enthusiast Is the same. The main influence consumer groups no longer "path of" consumption suspension "to" consumer expectations and economic ability "to" consumer price high "," high consumption "is relative, with peers, compare, compare and change with consumer economic ability. The impact on consumer behavior is directly. Finally, the main impact of sustainable consumption group path is to promote consumption" to "supply and consumption environment evaluation" to "software satisfaction", for sports enthusiasts, has good physical exercise frequency and sports consciousness, then provide satisfactory software the environment is an important manifestation of supply, but also encourage consumers to maintain the important factors of sustainable consumption. Master on sports, "the main effect of consumption group path is" consumption constraint "to" consumption preference and economy Force "to" low consumption preference ", the one point three factors affecting the movement level is consistent, which shows that the personal consumption habits of the consumer behavior influence is huge. The main influence consumer groups no longer" path of "consumption suspension" to "consumer expectations and economic ability" to "economy" this is weak, the economic base determines the superstructure in the person the most direct expression, economic ability determines a person's lifestyle, consumption patterns, which contains the interests, consumption habits, and with the basic necessities of life compared to sports consumption as the weakest link in the consumer most likely to be aborted. Finally, the main impact of sustainable consumption group path is to promote consumption "to" external consumption and economic ability "and" expectation effect ", this is the best proof of objective behavior reflect the behavior of the, When the expected effect of behavior is consistent with the purpose of behavior, behavior will continue. At the same time, it is also the best explanation for external cause to play the role of internal cause. The expected effect is external cause, while consumption goal is internal cause, and continuous consumption is the most appropriate expression.

【学位授予单位】：上海体育学院
【学位级别】：博士
【学位授予年份】：2017
【分类号】：G80-05
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本文编号：1370451