粤港澳大湾区跨境体育消费实证研究——以广东居民赴香港参加体育赛事为例  

Cross-Border Sports Consumption in Guangdong-Hongkong-Macao Greater Bay Area:An Empirical Study on Guangdong Residents Participating in Sports Events Held in Hong Kong

作　　者：王淋燕 周良君[2] 李洋洋 丘庆达 WANG Lin-yan;ZHOU Liang-jun;Li Yang-yang;QIU Qing-da(Graduate School,Guangzhou Sport University,Guangzhou 510500,China;School of Leisure Sports and Management,Guangzhou Sport University,Guangzhou 510500,China)

机构地区：[1]广州体育学院研究生院,广东广州510500 [2]广州体育学院休闲体育与管理学院,广东广州510500

出　　处：《广州体育学院学报》2020年第5期1-8,共8页Journal of Guangzhou Sport University

基　　金：国家社会科学基金项目“粤港澳大湾区体育产业协同发展研究”(18BTY064);广东省体育产业高端智库创新团队项目成果(2017WCXTD008)。

摘　　要：粤港澳大湾区以其独特的地理优势,在国家发展大局中具有重要的战略地位。采用问卷调查、深度访谈和中介效应分析等方法,选取广东居民赴香港参加体育赛事者为调查对象,了解两岸居民参与体育赛事受到哪些因素的影响及其影响程度,帮助相关部门企业制定合理策略促进两岸体育爱好者交流及地方经济增长,同时进一步拓展了跨境消费行为研究,特别是跨境体育消费研究。结果显示,赛事产品因素及相关吸引因素对个人态度及行为意愿具有重要影响,而经济因素和交通因素对于跨境体育消费者的决策影响十分有限。通关因素、货币汇率因素对跨境参加体育赛事影响不明显。With its unique geographical advantage,the Guangdong-Hong Kong-Macao Greater Bay Area plays an important strategic role in the overall national development.By random sampling questionnaire survey,in-depth interview,and mediating effect analysis,Guangdong residents participating in sports events held in Hong Kong are investigated.The current research is aimed at contributing to practical applications by identifying the drivers of consumer attitude and behavioral intention in sports consumption in the Guangdong-HongKong-Macao Greater Bay Area and provide relevant governmental departments and industrial agencies with valuable first-hand market data of policy importance.It will also further extend cross-border consumer behavioral studies,especially cross-border sports consumption.The result shows that product factors and related attraction factors have significant impacts on individual attitudes and behavioral intentions,while economic factors and transportation factors have limited impacts on the decision-making of cross-border sports consumers.The factors of ease of border crossing and the currency exchange rate have no obvious influence on the participants.

关 键 词：跨境消费 消费者行为 产品质量 体育赛事 粤港澳大湾区 

分 类 号：G80[文化科学—运动人体科学]