感知符号价值下体育消费环境对体育消费观的影响——基于供需双侧协同的分析框架  

The influence of sports consumption environment on sports consumption concept under the perceived symbolic value——Based on an analytical framework of bilateral coordination between supply and demand

作　　者：赵胜国 王健[3] ZHAO Shengguo;WANG Jian(School of Physical Education,Chaohu University,Chaohu 238000,China;School of Postgraduate,Chengdu Sport University,Chengdu 610041,China;School of Physical Education,Central China Normal University,Wuhan 430079,China)

机构地区：[1]巢湖学院体育学院,安徽巢湖238000 [2]成都体育学院研究生院,四川成都610041 [3]华中师范大学体育学院,湖北武汉430079

出　　处：《体育学刊》2023年第5期45-50,共6页Journal of Physical Education

基　　金：国家社会科学基金项目(21BTY086)。

摘　　要：为探讨供需双侧调控下体育消费环境对消费者体育消费观形成的重要影响,并分析主体感知符号价值在两者之间的中介效应作用,采用体育消费环境量表、体育消费观量表和感知符号价值量表,对我国东部(江苏)、中部(安徽)、西部(陕西)3个省份12座不同规模城镇的3856名居民进行问卷调查,结果显示:(1)在体育消费环境的3个维度中,除文化环境外,政策环境和市场环境对消费者体育消费观的形成具有显著正向影响,且市场环境影响度更大;(2)政策环境、市场环境和文化环境对消费者感知符号价值均具有显著正向影响,其中市场环境影响度最大,其后依次为文化环境、政策环境;(3)消费者感知符号价值对体育消费观形成具有显著正向影响;(4)消费者感知符号价值在体育消费环境的3个维度对体育消费观影响中均存在显著的中介效应。To explore the important influence of sports consumption environment on the formation of consumers'sports consumption concept under the bilateral regulation between supply and demand,and to analyze the mediating effect of subjective perceived symbolic value between them,this paper adopted the sports consumption environment scale,sports consumption concept scale,and perceived symbolic value scale to conduct a questionnaire survey on 3856 residents in 12 towns from different sizes in three provinces of eastern China(Jiangsu),central China(Anhui)and western China(Shaanxi).The results showed that:(1)in three dimensions of sports consumption environment,apart from cultural environment,policy environment and market environment had a significant positive impact on the formation of consumers'sports consumption concept,and the later had a greater impact;(2)policy environment,market environment and cultural environment all had significant positive impacts on consumers'perceived symbolic value,among which market environment had the greatest impact,and then followed by cultural environment and policy environment;(3)consumers'perception of symbolic value had a significant positive impact on the formation of sports consumption concept;(4)the perceived symbolic value for consumers all had a significant mediating effect in the three dimensions of sports consumption environment on sports consumption concept.

关 键 词：体育经济学 体育消费观 体育消费环境 感知符号价值 供需双侧协同 

分 类 号：G80-05[文化科学—运动人体科学]