基于IPA分析法的大学生体育用品消费行为研究  

Research on College Students’Consumption Behavior of Sporting Goods Based on IPA Analysis

作　　者：余丽华[1] 杨天鹏 熊晓蔚[1] 段宝斌[1] 陈建红[1] YU Lihua;YANG Tianpeng;XIONG Xiaowei;DUAN Baobing;CHEN Jianhong(College of Sports,Jiujiang Universtiy,Jiujiang,332005 China)

机构地区：[1]九江学院体育学院,江西九江332005

出　　处：《南京体育学院学报》2022年第8期42-47,共6页Journal of Nanjing Sports Institute

基　　金：2020年江西省社会科学规划基金项目(20TY11)。

摘　　要：采用文献资料法、因子分析法、IPA分析法等方法,以有过体育用品消费经历的在校大学生为研究对象,对江西省十余所高校大学生体育用品消费行为进行调查研究。结果显示,在体育用品消费属性的5个维度中,大学生对产品的功能和设计表现的重要性认知和满意度均高,而对价格和品牌维度的重要性认知和满意度均低,表明产品的功能和设计能够满足大学生消费者的基本消费需求,但在价格和品牌方面未能达到其期望值;在售后维度则表现为高重要性与低满意度,表明在售后服务方面的需求还没有得到满足。在17项消费属性指标因子中,有9项因子(产品耐用性、活动便利性、产品材质、有无售后、售后无偿服务、售后服务态度、流行设计、款式设计和整体颜色搭配)位于继续保持区,只需继续保持和完善;2项(价格是否打折和售后服务的容易性)为重点改善区,是需要重点改善和努力的方向;5项(比品牌价格便宜、价格便宜、高价品牌、赛事赞助品牌和流行品牌)为低优先改善区,是潜在需要改进的对象;1项(性价比高)为供给过度区,是目前不需要过度关注的对象。通过实证分析后对需要重点改善的属性指标提出些许建议,以期为体育用品企业合理制定产品营销策略提供一定参考。By using the methods of literature,factor analysis and IPA analysis,taking the college students as the research object,this paper makes an investigation and research on the sporting goods consumption behavior of college students in more than ten colleges in Jiangxi Province. The results showed that among the five dimensions of sporting goods consumption attribute index,college students have high awareness and satisfaction of importance in function and design,while low awareness and satisfaction of importance in price and brand dimensions,and showed high importance and low satisfaction in the after-sale of products. It showed that the function and design can meet the basic consumption needs of college students,but the price and brand have not reached their expectations,and the demand for after-sales service has not been satisfied. Among the 17 indicators of consumption attributes of sporting goods,9 are located in Quadrant Ⅰ(keep up the good work);2 are located in Quadrant Ⅱ(concentrate here),5 are located in Quadrant Ⅲ(low priority),and 1 is located in Quadrant Ⅳ(possible overkill). Through empirical analysis,this paper puts forward relevant suggestions on the attributes that need to be improved in order to provide some reference for sporting goods enterprises.

关 键 词：大学生 体育用品消费行为 IPA分析 

分 类 号：G80-05[文化科学—运动人体科学]