疫情常态化下消费者行为对体育产业营销策略的影响  

Effect of Consumer Behaviour on Marketing Strategy of Sports Industry Under Normalization of Epidemic

作　　者：李春明 王彬[2] 薛新轩[2] 刘鼎伟 侯鑫杰 LI Chunming;WANG Bin;XUE Xinxuan;LIU Dingwei;Hou Xinjie(School of Physical Education,Xihua University,Chengdu Sichuan,610039;Sports Training School,Wuhan Sports University,Wuhan Hubei,430079;Wudao Culture Development Research Center,Wuhan Sports University,Wuhan Hubei,430079;Graduate School,Wuhan Sports University,Wuhan Hubei,430079)

机构地区：[1]西华大学体育学院,四川成都610039 [2]武汉体育学院运动训练学院,湖北武汉430079 [3]武汉体育学院武道文化发展研究中心,湖北武汉430079 [4]武汉体育学院研究生院,湖北武汉430079

出　　处：《湖北体育科技》2021年第10期852-858,907,共8页Hubei Sports Science

摘　　要：为解决疫情常态化下体育消费者行为需求变化对产业营销策略影响,基于消费者行为学理论、营销策略模型,通过文献资料、问卷调查等方法,进行正向与逆向思维研究。问卷通过信效度检验,构建产品(F1)、人员(F2)、渠道(F3)、促销(F4)、价格(F5)、过程(F6)、物质环境(F7)等7个维度潜变量、21个测量变量与消费者行为的测评模型,通过验证性因子、差异性因子、适配拟合度分析,建立消费者行为对营销策略感知的结构模型。结论:测评模型包括7个维度,各维度及各项指标均值均大于3.50,且提取7个公因子,达到显著水平,具有显著性影响,物质环境维度(环境安全、基础设施、产品包装)影响最大;测评模型在性别、年龄、学历、月收入水平方面均存在不同程度差异;结构模型各项拟合指标均在良好水平,5个维度变量达到了显著性水平,其中产品、人员、物质环境维度通过了0.001的显著性水平,产品(核心产品、附加产品、产品品牌)、人员(专业性、业务水平、服务能力)、物质环境(环境安全、基础设施、产品包装)维度影响程度超过了价格等维度,疫情下消费者行为变化对营销策略感知模型有显著影响。To address the impact of the changing behavioural needs of sports consumers on industrial marketing strategies under the normalisation of the epidemic,forward and reverse thinking research was conducted based on consumer behaviour theory,marketing strategy models,and through literature and questionnaires.The questionnaire was tested for reliability and validity to construct a measurement model of 7 dimensions of latent variables such as product(F1),people(F2),channel(F3),promotion(F4),price(F5),process(F6)and physical environment(F7),21 measurement variables and consumer behaviour,and a structural model of consumer behaviour on perceptions of marketing strategies was established through validation factor,difference factor and fitness fit analysis.The measurement model includes 7 dimensions,the mean value of each dimension and each indicator is greater than 3.50,and 7 common factors are extracted and reach a significant level with significant impact,the physical environment dimension(environmental safety,infrastructure,product packaging)has the greatest impact.The measurement models differed to different degrees in terms of gender,age,education and monthly income levels.The structural model is at a good level for all fit indicators,and the five dimensional variables reach the significance level,with the product,people and physical environment dimensions passing the 0.001 significance level,and the product(core product,additional product,product brand),people(professionalism,business level,service capability)and physical environment(environmental safety,infrastructure,product packaging)dimensions having more influence than the price and other dimensions,and changes in consumer behaviour under the epidemic had a significant impact on the marketing strategy perception model.

关 键 词：消费者行为 体育产业 营销策略 结构方程模型 

分 类 号：G812.7[文化科学—体育学]