体育消费心理与行为的影响因素分析及对策研究  

Studying on Factors and Countermeasures of Psychology and Behavior of Sports Consumption

作　　者：张加军[1] 吴海鸥[1] 

机构地区：[1]安庆师范学院体育学院,安徽安庆246011

出　　处：《吉林体育学院学报》2011年第4期93-94,共2页Journal of Jilin Sport University

摘　　要：运用文献资料法和调查访问法等研究方法,对影响消费者体育消费心理和行为的因素进行了研究和分析,结果发现:消费认知与自我抑制因素、营销策略与宣传因素、经济与时空因素、服务与管理因素等,是影响消费者体育消费心理和行为的重要因素;而积极引导消费者进行健康体育消费、加快经济发展,拓展体育消费供给市场、提升媒体对体育消费宣传的力度、大力培育体育经营管理人才,则是促进消费者体育消费健康发展的有效策略。Using literature and survey interviews and so on,this paper studys the factors of affecting the consumer sports expense psychology and the behavior.The results show that：sports consumer cognition and self-inhibitor,marketing strategies and propaganda factors,economic and space-time factors,management services and other factors are important factors of affecting consumption;and actively guiding the health sports consumption of the residents,promotion the economic growth and developing the market supply of urban community sports consumer,upgrading of the consumption in sports media propaganda efforts,nurturing sports management personnel are the effective strategies of promotion sports consumption healthy development.

关 键 词：体育消费 心理与行为 影响因素 对策 

分 类 号：G804.8[文化科学—运动人体科学]