基于计划行为理论视角的乒乓球底板“发烧”购买行为研究  

Research on the “Fever” Purchase of Table Tennis Bats from the Perspective of Planning Behavior Theory

作　　者：龙腾辉 黄威 成波锦[1] 黎东宇 Long Tenghui;Huang Wei;Cheng Bojin;Li Dongyu(Guangzhou Sport University,Guangzhou 510500,China)

机构地区：[1]广州体育学院,广东广州510500

出　　处：《体育科技文献通报》2022年第10期215-219,共5页Bulletin of Sport Science & Technology

摘　　要：为探讨乒乓球底板购买行为的影响机制,本文以体育器材乒乓球底板为例,构建了基于计划行为理论视角的底板购买行为影响因素模型。通过编制乒乓球底板购买行为量表,对230名乒乓球底板消费者进行调查。结果表明:底板购买态度对底板购买意愿具有正向预测作用;知觉行为控制和底板购买意愿对底板购买行为具有正向预测作用;底板购买意愿对底板购买行为具有正向预测作用;主观规范与感知行为控制对底板购买意愿无显著影响;购板意愿对购板行为具有正向预测作用。研究结果在一定程度上揭示了乒乓球消费者底板购买行为的发生机制,进一步验证了计划行为理论模型在乒乓球消费领域中的可行性,对于乒乓球器材商制定营销策略具有一定的参考价值。In order to explore the influence mechanism of table tennis bat purchasing behavior, this paper constructs a model based on the perspective of the theory of planning behavior. Through the preparation of table tennis floor purchase behavior scale, 230 table tennis bat consumers were surveyed. The results show that:(a)the bat purchase attitude has positive prediction on the bat purchase intention;(b)the perceptual behavior control and the bat purchase intention have positive prediction on the bat purchase behavior;(c)the bat purchase intention has positive prediction on the bat purchase behavior;(d)the subjective norms and perceptual behavior control have no significant influence on the bat purchase intention.(e)The willingness to buy the bat has a positive effect on the behavior. To some extent, the research results reveal the occurrence mechanism of the purchasing behavior of table tennis bat consumers, and further verify the feasibility of the planned behavior theory model in the field of table tennis consumption, which has certain practical reference for the formulation of marketing strategies of table tennis equipment manufacturers.

关 键 词：计划行为理论 乒乓球底板 购买行为 体育消费 

分 类 号：G80[文化科学—运动人体科学]