体育消费券发放效用影响因素模型构建与实证  

Construction And Empirical Study on the Influencing Factors Model of Sports Consumption Coupons Issuing Utility

作　　者：木喜艳 柴王军[1] MU Xi-yan;CHAI Wang-jun(Sports Industry Research Center,Shanxi University of Finance and Economics, Taiyuan 030006,China)

机构地区：[1]山西财经大学体育产业研究中心,山西太原030006

出　　处：《吉林体育学院学报》2020年第6期46-55,共10页Journal of Jilin Sport University

摘　　要：采用结构方程模型方法,提取影响体育消费券效用的关键因素,系统构建体育消费券发放效用影响因素模型,并通过问卷实证修正模型,最后针对研究结论提出建议。结果表明:第一,货币价值、消费意愿、消费限制、消费信赖和消费便利性是影响体育消费券使用效用的5个关键因素,其中货币价值对体育消费券效用的影响最大,其次分别是消费意愿、消费信赖、消费便利性和消费限制。第二,体育消费效用与货币价值、消费信赖、消费意愿、消费便利性呈显著正相关,对于研究体育消费券效用具有重要价值;消费限制和体育消费券效用之间存在负相关关系,是体育消费券发挥效用的阻碍因素。第四,提出完善我国体育消费券发放机制的建议:完善体育消费券发放监管机制,扩大并规范体育消费券资金来源,体育消费券发放要注重社会公平,利用体育消费券发放契机培养居民消费意识。The structural equation model method was used to extract the key factors affecting the utility of sports consumption coupons,and a systematic model of factors affecting the utility of sports consumption coupons was built.The model was empirically modified through questionnaires.Finally,Suggestions were put forward based on the research conclusions.The results show that:first,monetary value,consumption intention,consumption restriction,consumption trust and consumption convenience are the five key factors affecting the utility of sports consumption coupons,among which the monetary value has the greatest influence on the utility of sports consumption coupons,followed by consumption intention,consumption trust,consumption convenience and consumption restriction;second,The utility of sports consumption is positively correlated with monetary value,consumption trust,consumption intention and consumption convenience,which is of great value to the study of sports consumption coupon utility;there is a negative correlation between consumption restriction and sports consumption coupon utility,which is the obstacle factor of sports consumption coupon's utility.Fourthly,the paper puts forward suggestions on perfecting the distribution mechanism of sports consumption coupons in China;improving the supervision mechanism of sports consumption coupons,expanding and standardizing the sources of funds for sports consumption coupons,paying attention to social equity in the distribution of sports consumption coupons,and using the opportunity of sports consumption coupons to cultivate residents'consumption consciousness.

关 键 词：体育消费 体育消费券 效用 影响因素 结构方程模型 

分 类 号：G80-05[文化科学—运动人体科学]