城市居民网球消费行为实证研究--以南京市为例  

Study on Tennis Consumption of Urban Residents--A Case Study of Nanjing City

作　　者：吴戈[1] WU Ge(Department of Physical Education, Nanjing Forestry University, Nanjing 210037, China)

机构地区：[1]南京林业大学体育教育部,江苏南京210037

出　　处：《南京体育学院学报（自然科学版）》2017年第2期141-145,共5页Joournal of Nanjing Institute of Physical Education:Natural Science

基　　金：江苏省体育局体育科技项目局管课题(编号:STl3402321)

摘　　要：随着网球运动的不断普及,城市居民的网球消费呈现出增长的态势。以南京市为例,通过Probit和Tobit模型测算影响网球消费的各变量及作用机制。研究表明居民网球消费的整体水平不高,性别、教育程度、年龄、收入水平和工作性质是影响网球消费的主要因素。男性较之女性会产生更多的网球消费;教育程度对居民的网球消费存在负向影响;年龄与网球消费总额呈现U型,34岁是一个临界点;家庭收入水平越高,居民网球消费的总额越多。在此基础上,发现居民网球消费需求点和现实问题并提出解决对策,通过最大限度地发挥各类媒介的传播作用,积极调整和优化网球消费结构,加大网球消费市场的研发力度,加快完善政府体育公共服务等手段刺激城市居民的网球消费,为政府部门制定政策以及商家营销策略的选择提供参考。The tennis consumption of urban residents presents a growth trend with the development of tennis. In this study,based on the Probit model and Tobit model, taking Nanjing City as an example ,we measured each variable in- fluencing the tennis consumption and analyzed their func- tion mechanism. The results showed that the overall level of urban residents＇ tennis consumption is not high, and gen- der, education level, age, income level and job nature are the main factors affecting tennis consumption. Men spend more on tennis than women did;education level was nega- tively related to tennis consumption;A U-shaped relation- ship was found between age and the total tennis consump- tion ,in addition,34 years old was the critical point ;and the higher the income level ,the more the total tennis consump- tion. On the basis of the above results, we identified the de- mand and the actual problems of tennis consumption, and proposed some countermeasures such as maximizing the role of various types of media dissemination, actively adjus- ting and optimizing the structure of tennis consumption, en- hancing the research and development of the tennis con- sumer market, and accelerating the improvement of public sports services. The results of this study can provide refer- ences for the policy-making of government sector and the selection of enterprises＇ marketing strategy

关 键 词：南京市 城市居民 网球 消费现状 影响因素 

分 类 号：G845[文化科学—体育训练]