影响成都市城镇居民实物型体育消费行为的因素

发布时间：2018-06-07 02:02

本文选题：实物型消费 + 体育消费行为　；参考：《成都体育学院》2017年硕士论文

【摘要】：在过去的几十年里,中国经济的快速发展导致了人们的消费和生活水平的提高。人们不再为温饱而担忧的时候,进而对体育赛事的观赏度、参与各体育活动的积极度和购买体育用品和服装的需求度都大大的提高,也就是整个体育消费市场规模的扩大。对消费者行为的研究文献在国内已有许多,但对实物型体育消费者的研究却相对较少。在借鉴国内外研究成果的基础上,设计了初始变量测量项目,并对问卷用修正后项总相关系数进行了修订。在成都,对消费者进行问卷调查,共发放200份问卷,回收有效问卷179份。在数据处理方面,采用Cronbach’s Alpha系数信度分析、均值分析、独立样本T检验、因子分析、方差分析、相关分析等研究方法来验证假设。得出以下结论:(1)建立影响实物型体育消费行为模型,由内因(动机、消费观和体育观)和外因(经济因素、商场促销)对购买结果的影响组成模型。其中外部环境经验证对购买结果无影响而删除。(2)内因之间的关系:动机对体育观和消费观有显著影响,体育观和消费观之间影响不大。(3)性别对影响实物型体育消费行为因素大多并无显著差异,年龄、职业、和受教育程度对影响实物型体育消费行为因素都有显著差异。本文在借鉴国外研究成果的基础上,设计了相应的变量测量项目,并对问卷进行了修订。在成都,对消费者进行问卷调查,共发放200份问卷,回收有效问卷179份。在数据处理方面,采用Cronbach’s Alpha系数信度分析、独立样本T检验、因子分析、方差分析、相关分析等研究方法来验证假设。
[Abstract]:In the past few decades, the rapid development of China's economy has led to the improvement of people's consumption and living standards. When people are no longer worried about food and clothing, the viewing degree of sports events, the active degree of participating in various sports activities and the demand for sports articles and clothing are greatly increased, that is, the scale of the whole sports consumption market is enlarged. There are many researches on consumer behavior in China, but there are few researches on physical sports consumers. Based on the research results at home and abroad, the initial variable measurement items are designed, and the total correlation coefficient of the revised items used in the questionnaire is revised. In Chengdu, 200 questionnaires were distributed and 179 valid questionnaires were collected. In data processing, Cronbach's Alpha coefficient reliability analysis, mean analysis, independent sample T test, factor analysis, variance analysis, correlation analysis and other research methods are used to verify the hypothesis. The following conclusions are drawn: 1) the model of influencing physical sports consumption behavior is established, which consists of internal factors (motivation, consumption view and sports view) and external factors (economic factors, market promotion). Among them, the external environment proved to have no effect on the purchase result and deleted the relationship between the internal cause: motivation has significant influence on sports and consumption view. There was no significant difference between sex and physical sports consumption behavior, but age, occupation and education had significant differences in influencing physical sports consumption behavior. Based on the research results of foreign countries, this paper designs the corresponding variable measurement items and modifies the questionnaire. In Chengdu, 200 questionnaires were distributed and 179 valid questionnaires were collected. In data processing, Cronbach's Alpha coefficient reliability analysis, independent sample T test, factor analysis, variance analysis, correlation analysis and other research methods are used to verify the hypothesis.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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