健康中国背景下南京市青少年体育消费动机的主成分回归分析  

Principal Component Regression Analysis of Nanjing Youth Sports Consumption Motivation in Background of Healthy China

作　　者：梁天亮 朱菊芳[1] 徐弋锐 LIANG Tianliang;ZHU Jufang;XU Yirui(College of Sports Science and Physical Education,Nanjing Normal University,Nanjing Jiangsu,210046;Nanjing Sport Institute,Nanjing Jiangsu,210014)

机构地区：[1]南京师范大学体育科学学院,江苏南京210046 [2]南京体育学院,江苏南京210014

出　　处：《湖北体育科技》2020年第8期673-677,706,共6页Hubei Sports Science

基　　金：江苏省社会科学基金课题(15SHC037)。

摘　　要：培育体育消费市场,推动健康中国建设,青少年是最应该关注且不容忽视的群体。本研究通过问卷调查,对南京市青少年的体育消费动机进行了主成分分析和回归分析。结果表明,青少年的体育消费动机呈现出了一些新的特点:提高生活质量动机和社会交往动机的重要性愈发显著;理性消费动机、从众攀比和追逐潮流动机的重要性明显降低。建议:体育供给方应提高体育商品或服务的质量,以高品质的产品带动消费;体育培训机构应创造各种线上线下的社交平台,为青少年的社交活动提供方便;体育企业在选择市场竞争策略时应更多采用产品差异化策略,努力打造过硬的品牌;体育市场营销部门应该转换思路,深入挖掘品牌背后的理念和价值。In order to cultivate the sports consumption market and promote the construction of healthy China,teenagers are the groups that should be paid more attention to and can not be ignored.Through questionnaire survey,this paper makes principal component analysis and regression analysis on sports consumption motivation of Nanjing teenagers.The results show that the sports consumption motivation of teenagers presents some new characteristics:the importance of improving the quality of life motivation and social interaction motivation is becoming more and more significant;the importance of rational consumption motivation,following the crowd and chasing the trend motivation is obviously reduced.Suggestions:sports suppliers should improve the quality of sports goods or services and drive consumption with high-quality products;sports training institutions should create various online and offline social platforms to provide convenience for young people’s social activities;sports enterprises should adopt more product differentiation strategies when choosing market competition strategies,and strive to create excellent brands;sports marketing departments should also create a good brand change ideas and dig deeply into the concept and value behind the brand.

关 键 词：青少年 体育消费动机 主成分分析 回归分析 

分 类 号：G812[文化科学—体育学]