基于SEM和HLM的体育消费心理模型研究——社会分层的调节作用  

Sports Consumption Mental Model Based on SEM and HLM:the Moderating Effect of Social Stratification

作　　者：田虹[1] 杨洋[2] 刘英[1] 

机构地区：[1]成都体育学院,四川成都610041 [2]成都理工大学商学院,四川成都610059

出　　处：《天津体育学院学报》2014年第4期296-303,共8页Journal of Tianjin University of Sport

基　　金：国家社会科学基金项目(项目编号:09XTY001);成都理工大学中青年骨干教师培养计划(项目编号:KYGG201420);四川省教育厅人文社会科学项目(项目编号:TY2014202)

摘　　要：体育消费心理机制是消费心理研究的重要内容,是嵌入到社会情境的体育消费心理,是体育消费的微观层面,是理解体育消费行为的关键。理解体育消费心理需要考虑个人所嵌入的社会情境,从社会阶层视角分析体育消费行为是体育研究的热点问题。构建了社会分层视角下体育消费心理模型,基于嵌入理论检验了社会阶层的调节作用,揭示了社会分层背景下体育消费心理过程。通过对全国286个地级市及以上城市分层等距抽样抽取10个城市进行大样本调查,共得到4 372个有效样本,采用结构方程模型(SEM)和分层线性模型(HLM)验证社会分层视角下体育消费心理模型的可靠性和有效性,验证研究假设。结果显示,体育消费认知、体育消费动机和体育消费体验是影响体育消费意愿的关键变量,且体育消费认知和体育消费动机对体育消费意愿的影响较大。同时,社会阶层作为高层次变量即可以通过调节体育消费认知、体育消费动机和体育消费体验对体育消费意愿的影响间接影响体育消费,也可以直接影响体育消费意愿。Sports consumption psychology is an important field of sport research, and is embedded in the social situation, is the micro level of sports consumption, and the key point to understand sports consumption behavior. To comprehend sports consumption psychology need to consider the social situation embedded in. Based on the embeddedness theory, this paper constructed a sport consumption model in the view of social stratification, proclaims the sport consumption mental process in the view of social stratification, and provides the theory reference for sport industry development, sports policies making, and sport marketing. This paper selected 10 cities with stratified equidistant sampling from 286 big and medium-sized cities, uses large sample survey to samples 4372 samples, and then applied Structure Equation Model （SEM） and Hierarchical Linear Model （HLM） to testify the reliable and validity. The model points that sport consumption cognition, sport consumption motivation, sport consumption experience are the key variables that influence sport consumption intention; 2） so- cial class can influence sport consumption intention through indirect way by moderating the relationship between sport consumption cognition, sport consump- tion motivation, sport consumption experience and sport consumption intention, and social class has direct influence on sport consumption intention. At last, this paper discussed the guiding significance of the study results.

关 键 词：社会分层 体育消费心理模型 结构方程 分层线性模型 

分 类 号：G80-05[文化科学—运动人体科学]