中美两国职业体育消费动机比较研究  

Comparative Study on Consuming Motives of Professional Sports Between China and the 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,中国开封475000 [2]西密歇根大学教育与人类发展学院,美国克拉马索48269

出　　处：《沈阳体育学院学报》2016年第1期29-35,共7页Journal of Shenyang Sport 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：利用文献资料、问卷调查和数理统计等研究方法,对中美两国职业体育消费者的消费动机进行比较,识别中美两国职业体育消费动机的异同。研究发现,经过完善与优化的职业体育消费动机模型能够有效、可信地对中美两国职业消费者的消费动机进行测量,中美两国职业体育消费者在样本特征、俱乐部认同感、消费行为等方面存在差异,我国职业体育消费者的消费动机易受对球员感兴趣、比赛结果的不确定性和家庭等与个人利益相关的动机因素影响,美国职业体育消费者的消费动机则易受球队认同感、成就感、运动技能和娱乐等动机因素影响。Using literature review,questionnaire survey and statistics,we compared and identified the differences of professional sport consuming motives between China and United States. Through the research,we found out that the developed and optimized consumer motivation scales can measure two country＇s consume motives effectively and reliably. There are many differences in sample trait,clubs identification and consuming behavior between China and United States. Meanwhile,Chinese professional sport consumers are more susceptible for the factors of interested in professional sport,drama and family,while America professional sport consumers are more susceptible for the factors of achievement,sport skill and entertainment.

关 键 词：职业体育 体育消费 消费动机 

分 类 号：G80-052[文化科学—运动人体科学]