中美两国体育休闲消费动机比较研究  

Comparative Study the Motivations of Sport Recreational Consumers between China and United States

作　　者：张森[1] 李明[2] 洪叶[2] 

机构地区：[1]河南大学体育学院,河南开封475000 [2]俄亥俄大学商学院,美国雅典45701

出　　处：《西安体育学院学报》2015年第4期418-425,共8页Journal of Xi'an Physical Education University

基　　金：国家体育总局哲学社会科学研究项目(1934SS13095);国家留学基金委资助项目(201206920012)

摘　　要：采用文献资料查阅、问卷调查和数理统计等研究方法对中美两国体育休闲消费者的描述性变量和消费动机之间的差异进行了实证研究。研究目的在于利用所构建的动机测量模型对中美两国体育休闲消费者具体的消费动机进行测量,并且识别中美两国体育休闲消费动机之间存在的差异。研究结果得出:经过完善与优化的体育休闲消费动机模型能够有效、可信地对中美两国体育休闲消费者的消费动机进行测量;中美两国体育休闲消费者在样本特征、消费行为、俱乐部认同感等方面存在一定的差异;我国体育休闲消费者的消费动机易受参与结果的不确定性、家庭和休闲项目感兴趣等因素的影响,美国体育休闲消费者的消费动机则易受成就感、体育休闲技能和娱乐等因素的影响。Helped by approaches of literature review, questionnaire survey and statistics, we investigated the difference of sport recreational consumers motivations between China and USA. The purpose of this research is to use the motivation scales which designed in this paper to measure specific sport recreational consume motivations and identified the difference of sport recreational consumers＇ motivation between China and USA. The results show that the developed and optimized motivation scales can measure two country＇s sport recreational consumers＇ motivation effectively and reliability. There are much differ- ence in sample trait, sport recreational consume behavior, clubs identification between China and USA. Meanwhile, Chinese sport recreational consumers motivation to be more susceptible to the factors of drama, family, interested in sport recreation while American sport recreational consumers are more susceptible to the factors of achievement, sport recreational skill, en- tertainment.

关 键 词：中美两国 体育休闲消费 消费动机 

分 类 号：G80-052[文化科学—运动人体科学]