体育消费认知决策模型的修订与比较研究  

Revision and Comparison of the Cognitive Decision Model of Sports Consumption

作　　者：陈善平[1] 陈丽[2] 容建中[1] 姚明霞[1] 

机构地区：[1]西安交通大学体育中心,陕西西安710049 [2]西安交通大学出版社,陕西西安710049

出　　处：《成都体育学院学报》2012年第5期21-25,共5页Journal of Chengdu Sport University

基　　金：国家社会科学基金(09XTY001);陕西省体育局体育科研课题(11108)

摘　　要：采用对大学生调查获得的数据,和LISREL 8.53的结构方程模型法对原模型和修订后模型进行检验,结果表明:体育消费认知决策包括了体育活动和体育产品两个层次的心理活动,基于体育产品的模型能更好解释体育消费心理;体育消费行为的认知决策过程包括需要分析、效果评价和可行性预测,三个认知过程决定了个体的体育消费意愿和消费水平;体育消费需要和满意度对消费意愿的影响作用比经济基础的作用要大。The data from the survey of college students and LISREL 8.53 are used to test the original and the revised models, with the result showing that： 1. the cognitive decision of sports consumption includes the two levels of psychological activity of sports activities and sports products and the model based on sports products can better explain sports consumption p.sychology; 2. The cognitive decision process of sports consumption include analysis, effect evaluation and feasibility prediction, and these three cognitive processes determine the willingness and level of sports consumption; 3. The influence of sports consumption need and satisfactory level on the consumption willingness is more significant than that of the economic basis.

关 键 词：体育消费 消费意识 需要 满意度 动机 

分 类 号：G807.4[文化科学—体育训练]