新消费行为理论视域下转型时期体育消费的经济学解读  

On Sport Consumption in Social Transitional Period from the Perspective of New Sport Consumer Behavior

作　　者：代刚[1] 

机构地区：[1]贵州师范大学体育学院,贵阳550001

出　　处：《西安体育学院学报》2012年第4期412-417,424,共7页Journal of Xi'an Physical Education University

基　　金：国家哲学社会科学基金项目(11CTY028);贵州省民委;贵州师范大学共建研究专项资金资助项目

摘　　要：结合社会转型时期体育消费的时间特性,在总结传统消费行为理论的基础上,通过运用贝克尔的新消费行为理论对转型时期的体育消费进行了经济学的解读。研究发现,并非人们的收入或者说经济资本增加之后,可用于体育消费的闲暇时间就增加,收入或者说经济资本的替代效应决定着体育消费的"时间稀缺性"特征,使其不是享受闲暇时间,而是牺牲闲暇时间来工作或者是一些辅助性的工作与学习,这种替代效应的产生除了与人的经济理性有关以外,还是与社会转型的特性有关。The research is enlightened by the property of time consumed in sport during the social transitional period. It was started by summarizing the traditional consumer behavior theories and using the new consumer behavior theory of Becker. Then, the research was fully set in motion to unscramble, from the economic perspective, the sport consumption during Transitional Period. The findings show that the increment in people＇ s income or capital does not necessarily lead to the increase of leisure time available for sport consumption. It is the substitution effect of the income or economic capital that decides the ＂time scarcity＂, a characteristic of sport consumption. This then turns out to sacrifice the leisure time for work or some assistant work or study instead of the time enjoyed leisurely. The origin of such substitution effect is thus related not only with the economic rationality, but also with the characteristic of social transformation.

关 键 词：新消费行为理论 转型时期 体育消费 

分 类 号：G80-052[文化科学—运动人体科学]