O2O模式下体育消费者感知价值提升研究  

Research on the Promotion of Perceived Value of Sports Consumers Under the O2O Mode

作　　者：陈毅清[1] 杨中民[1] 潘璠 陈江沄 CHEN Yi-qing;YANG Zhong-min;PAN Fan;CHEN Jiang-yun(School of Physical Education,Huangshan University,Huangshan 245041,China)

机构地区：[1]黄山学院体育学院,安徽黄山245041

出　　处：《吉林体育学院学报》2018年第2期17-23,共7页Journal of Jilin Sport University

基　　金：安徽省2016年优秀青年人才支持计划(gxyq ZD2016299);安徽省2015年教育厅人文社会科学研究重点项目(SK2015A525)

摘　　要：采用文献资料、问卷调查、数理统计等方法,主要运用因子分析和回归分析,归纳并分析了O2O模式下影响体育消费者感知价值提升的5个因素,按照影响程度从大到小排序依次为:经历、产品、行业监管、网页制作水平、信息安全。最后提出了认真对待每一次交易和服务;整合线下资源;客观宣传产品或服务,有效引导消费者期望;建立O2O模式体育企业的审核管理体制;创建友好、信息丰富的网站或主页等建议。旨在帮助O2O体育企业有的放矢地制定营销策略,并为政府决策提供一定依据。By means of literature material,questionnaire survey,and mathematical statistics,and mainly using factor analysis and regression analysis,this paper summarizes and analyzes 5 factors that influence the promotion of sports consumers'perceived value under the O2O mode.According to the degree of influence from large to small,the order is:experience,product,industry supervision,web design level,information security.Finally the suggestions such as Taking every transaction and service seriously,Integrating offline resources,Advertising products or services objectively,Guiding consumer expectations effectively,Establishing the audit management system of O2O model sports enterprises,Designing a friendly,informative website or homepage are put forward,which aim to help O2O sports enterprises to make a targeted marketing strategy and provide a basis for government decision-making.

关 键 词：O2O 体育消费者 感知价值 

分 类 号：G80-05[文化科学—运动人体科学]