基于赛事门票价格功能的消费心理研究  

Consumer psychology based on function of sports tickets pricing

作　　者：孔庆波[1] 

机构地区：[1]重庆文理学院体育学院,重庆402160

出　　处：《山东体育科技》2012年第5期25-28,共4页Shandong Sports Science & Technology

摘　　要：运用文献资料、逻辑分析等研究方法,对体育赛事门票价格的功能进行了分析,并在此基础上研究了观众体育赛事门票消费的心理表现,旨在为体育赛事门票定价和赛事运营可持续发展奠定理论基础。结果显示,体育赛事门票价格具有体育赛事衡量、观众自我拟比、市场需求调节和心理价位特定等功能。而在此影响下,观众形成了习惯性、倾向性、敏感性和感受性等多种体育赛事门票消费的心理表现。In order to lay the theoretical foundation for pricing of sports tickets and sustainable development of sports events, the paper uses literature, logic analysis and other research methods to do research on the function of sports tickets pricing and studies the consumer psychology of audience on sports tickets. The paper finds that the price of sports tickets has the function of measuring sports size, quality or value, satisfying self - consciousness, regulating market demand, and positioning psychological price： Under this influence, the audience forms so many consumption psychologies on sports ticket as habituality, tendency, sensitivity and sensibility.

关 键 词：体育赛事 门票价格 价格功能 心理表现 

分 类 号：G804.8[文化科学—运动人体科学]