消费动机中介效应下南京市大学生体育消费的影响因素分析  

Influencing Factors of Sports Consumption among University Students in Nanjing under the Mediating Effect of Consumption Motivation

作　　者：郭芸静 刘敏坤 张伟[1] Guo Yunjing;Liu Minkun;Zhang Wei(Nanjing Xiaozhuang University,Nanjing 211171,China;不详)

机构地区：[1]南京晓庄学院,江苏南京211171 [2]南京体育学院,江苏南京210014

出　　处：《体育科技文献通报》2025年第1期181-184,255,共5页Bulletin of Sport Science & Technology

摘　　要：本文采用文献资料法、问卷调查法、数理统计法等研究方法,对南京市7所高校大学生进行问卷调查,并基于霍华德-谢思理论模型,分析南京市大学生体育消费的影响因素,探讨消费动机作为中介变量在刺激因素和外部因素对体育消费行为的影响中的作用。结果显示:体育消费动机在产品质量、产品价值、产品广告以及体育氛围与体育消费行为之间起到了显著的中介作用;消费动机在校园体育文化和经济因素与体育消费行为之间的中介作用显著;消费动机在时间压力与体育消费行为之间未起到显著中介作用。We used literature research method,questionnaire survey,and mathematical statistics to conduct questionnaire surveys among university students from seven universities in Nanjing.Based on the Howard-Sheth Model,it analyzes the influencing factors of university students'sports consumption in Nanjing and explores the role of consumption motivation as a mediating variable in the influence of stimulating factors and external factors on sports consumption behavior.The findings of this study indicate that sports consumption motivation plays a significant mediating role between product quality,product value,product advertisement,sports atmosphere and sports consumption behavior;consumption motivation has a significant mediating effect between campus sports culture,economic factors and sports consumption behavior;consumption motivation does not have a significant mediating effect between time pressure and sports consumption behavior.

关 键 词：南京市 大学生 体育消费 消费动机 中介效果 

分 类 号：G80-052[文化科学—运动人体科学]