新时期下城市居民体育消费需求影响因素与发展路径研究——以江苏省为例  

Research on Influencing Factors and Development Path of Sports Consumption Demand of Urban Residents in New Period——Take Jiangsu Province as an example

作　　者：朱菊芳[1] 季雯婷[1] 朗以波 

机构地区：[1]南京师范大学体育科学学院,江苏南京210046

出　　处：《南京体育学院学报（社会科学版）》2017年第4期55-59,71,共6页Journal of Nanjing Institute of Physical Education

基　　金：江苏省高校哲学社会科学研究基金项目(编号:2012SJB890005);国家体育总局体育哲学社会科学研究项目(编号:2321SS16058)

摘　　要：运用问卷调查、因子分析等方法,对新常态下江苏省城市居民体育消费需求影响因素、难点症结与发展路径进行分析。研究发现,体育实物型消费需求的主要影响因素为商品质量和款式、周围人对该商品的看法;体育参与型消费的主要影响因素为场地状况、外部社交状况以及自身兴趣;体育观赏型消费主要受心理因素、赛事因素以及天气因素的影响。城市居民体育消费需求的难点症结主要表现为收入不足和差距过大造成居民体育消费能力有限,娱乐产业飞速发展对体育消费形成了挤压,体育产品供给不足限制了体育消费的增长,消费环境良萎不齐抑制了居民体育消费的释放等。最后,提出了优化城市居民体育消费需求的发展路径。This paper analyzes the influencing factors of sports consumption demand of urban residents in Jiangsu Province in the new period and discusses difficulties and a possible path in developing the demand. A questionnaire was conducted and factor analysis is used. We find that the main influencing factors of sports goods consumption include the quality and style of the goods and consumers' perceptions on them. Consumption in the form of participation in exercise is mainly influenced by the site conditions,one's sociality and motivation. Psychological,event and weather elements are the main factors that have an impact on spectatorial consumption. Urban citizen's demand for sport consumption are restricted mainly by insufficient income and a wide income gap,the impact of the rapid development of entertainment industry on sports consumption,insufficient supply of sports products and unfavorable consumption environment. Finally,the paper proposes a development path to optimizing the sports consumption demand of urban residents.

关 键 词：体育消费需求 影响因素 城市发展路径 

分 类 号：G80-05[文化科学—运动人体科学]