智能标签对体育用品溢价及其消费者行为影响研究  

Premium of Sports Goods by Intelligent Label and Consumer's Behavior

作　　者：傅钢强[1,2] 杨明[2] 

机构地区：[1]浙江农林大学体育军训部,浙江杭州311300 [2]杭州师范大学体育与健康学院,浙江杭州310016

出　　处：《体育成人教育学刊》2017年第4期25-29,共5页Journal of Sports Adult Education

基　　金：杭州市哲学社会科学规划课题(G17JC018)

摘　　要：通过对中国消费者智能体育用品消费行为的研究表明:价值品牌、产品性能、情感效用是显著影响中国消费者智能体育用品消费行为的影响因素。在学历收入方面,高学历和高收入的消费者群体由于具备更多的知识储备和更好的经济基础,在价值品牌维度变量上与低学历和低收入的消费者群体表现出显著差异;在性别角色方面,女性消费者相比男性消费者对于情感效用维度存在更高的消费偏好,并愿意为此付出更多价格;在年龄方面,中老年消费者与青年消费者总体上存在显著差异,且青年消费者的表现优于中老年消费者。建议加强对智能体育用品的宣传推广,并针对不同类型的消费者群体采取不同的营销策略。Brandname, production function and emotional effect are the influential factors of the consumption behavior of intelligent sports goods of Chinese consumers. In terms of schooling and income, the consumers with high schooling and income and those with low schooling and income are obviously different in the aspect of brand value; in terms of gender, the female consumers intend to pay more for the goods because of the emotional effect; in terms of age, the young con- sumers act better than the old consumers. The paper proposes to strengthen the publicity of the intelligent sports goods and adopt different marketing strategy for different types of consumer groups.

关 键 词：体育用品 消费者行为 智能溢价 智能标签 智能体育用品 标签化理论 互联网+ 

分 类 号：G80-05[文化科学—运动人体科学]