休闲体育消费动机对行为意愿的影响:休闲涉入与体验质量的双重中介效应  

Influence of Leisure Sports Consumption Motivation on Behavior Will:Double Mediating Effect of Leisure Involvement and Experience Quality

作　　者：邵雪梅 邱丽 张琪 田雨 SHAO Xuemei;QIU Li;ZHANG Qi;TIAN Yu(Sports Social Science Department,Shandong Sports University,Jinan 250102,China;Basic Department,Shandong Xiandai College,Jinan 250104,China;Sports Economy and Management Department,Tianjin Sports University,Tianjin 301617,China)

机构地区：[1]山东体育学院体育社会科学学院,济南250102 [2]山东现代学院基础部,济南250104 [3]天津体育学院体育经济与管理学院,天津301617

出　　处：《西安体育学院学报》2021年第2期174-181,225,共9页Journal of Xi'an Physical Education University

基　　金：教育部人文社会科学研究项目(16YJA890013)。

摘　　要：为深入探究消费动机对休闲体育消费行为意愿的影响,以及休闲涉入、体验质量在此过程中的双重中介效应,采用文献资料、因子分析、结构方程等方法,构建了休闲体育消费结构方程模型。实证检验结果显示,消费动机、休闲涉入、体验质量对休闲体育消费行为意愿具有显著的正向影响,休闲涉入、体验价值在消费动机对行为意愿的影响过程具有双重中介效应。研究证实,休闲体育消费行为意愿生成受多重要素驱动,为充分发挥消费动机的直接效应及休闲涉入、体验质量的双重中介作用,应从适度引导消费动机、加深休闲涉入程度、增强体验质量感知等层面,提出休闲体育消费优化方案,为有效满足民生需要、推动休闲体育消费业态健康发展提供理论支撑与现实指导。In order to deeply explore the influence of consumption motivation on the willingness of leisure sports consumption behavior, and the double mediating effect of leisure involvement and experience quality in this process, this study uses literature data, factor analysis, structural equations and other methods to construct leisure sports consumption structure equation model. The empirical test results show that consumption motivation, leisure involvement, and experience quality have a significant positive impact on leisure sports consumption behavior intentions, and leisure involvement and experience value have a double mediating effect in the influence process of consumption motivation on behavior intentions. Studies have confirmed that the generation of leisure sports consumption behavior intention is driven by multiple factors. In order to give full play to the direct effect of consumption motivation and the dual mediating role of leisure involvement and experience quality, consumption motivation should be appropriately guided, the degree of leisure involvement, and the perception of experience quality should be enhanced. At the other level, the leisure sports consumption optimization plan is proposed to provide theoretical support and practical guidance for effectively satisfying people′s livelihood needs and promoting the healthy development of leisure sports consumption formats.

关 键 词：休闲体育消费 消费动机 休闲涉入 体验质量 行为意愿 

分 类 号：G80-052[文化科学—运动人体科学]