社交网络嵌入视角下大学生体育消费行为影响机制研究  

Research on the Influence Mechanism of College Students'Sports Consumption Behavior from the Perspective of Social Network Embedding

作　　者：张倩倩 童莹娟[1] ZHANG Qian-qian;TONG Ying-juan(Sports Institute,Ningbo University,Ningbo 315211,China)

机构地区：[1]宁波大学体育学院,浙江宁波315211

出　　处：《浙江体育科学》2024年第2期69-73,112,共6页Zhejiang Sport Science

摘　　要：研究从社交网络嵌入视角探讨大学生体育消费行为的影响机制。以大学生体育消费行为为研究对象,采用结构嵌入、关系嵌入、体育消费态度、体育消费意愿和体育消费行为5个量表进行测试,利用结构方程模型对数据进行分析,得到社交网络嵌入视角下大学生体育消费行为的影响机制模型。研究结果表明:结构嵌入和关系嵌入对体育消费态度有显著正向影响,良好的体育消费态度有利于体育消费意愿的形成,进而促进大学生进行体育消费。This study explores the influence mechanism of college students'sports consumption behavior from the perspective of social network embedding.Taking college students'sports consumption behavior as the research object,five scales of structural embedding,relationship embedding,sports consumption attitude,sports consumption willingness and sports consumption behavior were used to test,and the structural equation model was used to analyze the data,and the influence mechanism model of college students'sports consumption behavior from the perspective of social network embedding was obtained.The results show that structural embedding and relationship embedding have a significant positive impact on sports consumption attitude,and good sports consumption attitude is conducive to the formation of sports consumption willingness,which in turn promotes college students'sports consumption.

关 键 词：社交网络嵌入 体育消费行为 计划行为理论 社会嵌入理论 

分 类 号：G80-05[文化科学—运动人体科学]