广州城镇居民体育消费动机与体育消费意愿的实证研究  

An empirical study on the residents' sports consumption motivation and consumption intention:Based on Guangzhou Area

作　　者：姜彩芬[1] 肖瑞云[1] 

机构地区：[1]广州大学体育产业研究所,市场与消费研究所,广东广州510006

出　　处：《广州大学学报（自然科学版）》2014年第3期88-95,共8页Journal of Guangzhou University:Natural Science Edition

基　　金：广东省体育局软科学资助项目(YT11040);广州大学体育产业研究所资助项目(TYCY201104)

摘　　要：要发展体育产业,离不开体育消费市场的培育;要促进体育消费,则需要了解居民体育消费的动机.本研究通过问卷调查,对广州居民体育消费动机进行了因子分析,结果表明,居民的体育消费动机主要有3个方面,即:心理满足,潮流社交,强身健体.将这3个动机因子与居民体育消费意愿变量进行回归分析,结果则表明对居民体育消费意愿影响最大的动机因素是心理满足,其次是潮流社交,而一个有趣的发现是强身健体对居民的体育消费意愿并没有显著的影响.因此,要促进居民体育消费,应首先强调体育锻炼和体育消费给居民带来的精神上的解压作用和心理上的满足感,其次则应加强体育场馆的建设,让体育场馆成为一个适合居民社会交往的场所.To develop the sports consumer market is useful to advance the sports industry. We need to under- stand the consumers＇ sports consumption motivation to promote sports consumption. Based on data from the questionnaire survey, the factor analysis results showed that there are three aspects of residents＇ sports consump- tion motives, namely： psychological satisfaction, trendy social and physical health. Regression analysis shows that the sports consumption intention is affected by psychological satisfaction iuost strongly and then trend of so- cial networking. An interesting finding is that physical fitness to the residents Sport consumer willingness has no significant effect. Therefore, to promote sports consumption, we should first emphasize the mental decompres- sion role and psychological satisfaction that physical exercise and sports consumption can bring to residents, on the other hand, stadiums should be constructed to be a suitable place of social interaction.

关 键 词：广州 体育消费 动机 消费意愿 

分 类 号：F22[经济管理—国民经济]