自我概念、消费动机和体育消费行为整合性关系研究  

Research on the Conformity Relation of Self-concept,Consumption Motivation and Consumption Behavior

作　　者：杨剑[1] 李刚[1] 宋学峰[1] 

机构地区：[1]中国矿业大学体育学院(南湖校区),江苏徐州221116

出　　处：《广州体育学院学报》2008年第2期43-46,共4页Journal of Guangzhou Sport University

基　　金：江苏省高校"青蓝工程"基金资助;江苏省教育厅哲社项目(05SJD890005);中国矿业大学预研基金课题(2003-011-0071)

摘　　要：以大学生消费群为研究对象,对他们的体育消费动机、体育消费自我概念和体育消费行为进行研究,探讨体育消费自我概念与体育消费动机之间的关系,体育消费自我概念与消费动机如何引导体育消费行为,是否对消费行为有预测作用,寻求消费动机、消费自我概念与消费行为的关联,研究表明:在大学生体育消费行为的影响途径中,主客观因素都影响着大学生消费行为的形成和培养,在这些主客观因素中,既有体育消费动机的直接影响效果,又有体育消费自我概念因素的直接或间接的影响作用。This paper takes as college students consumer as the subject, studying their sports consumption motivation, sports consumption self-concept and sports consumption behavior. Then the author discusses the relationship between sports consumption self-concept and consumption motivation, the manners in which sports consumption self-concept and consumption motivation guide sports consumption behavior, the possibility of predicting the consumption behavior, seeking the interaction among these three side. The result shows that among the factors influencing the university students~ sports consumption behavior, both the objective and subjective factors affect the formation and training of their consumption behavior. These factors are associated with the immediate effect of the sports consumption motivation, and with the direct or indirect influence of the self-concept in sports consumption.

关 键 词：自我概念 消费动机 消费行为 模型 

分 类 号：G80-05[文化科学—运动人体科学]