本文關鍵詞：上海市居民參與型體育消費需求系統(tǒng)的結(jié)構(gòu)特征研究　出處：《上海體育學院》2017年博士論文　論文類型：學位論文

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【摘要】：參與型體育消費是體育消費、也是體育產(chǎn)業(yè)發(fā)展過程中重中之重,脫離參與型體育消費的體育產(chǎn)業(yè)是無源之水、無本之木,而參與型體育消費需求是參與型體育消費的動力源泉。目前還沒有較為系統(tǒng)和完整的關于參與型體育消費需求的研究。為了了解居民的參與型體育消費需求成因與需求狀態(tài),給企業(yè)制定營銷策略提供切入點,本研究構(gòu)建一個以參與型體育服務產(chǎn)品為消費對象,圍繞參與型體育消費者的需求狀態(tài)而構(gòu)成有機系統(tǒng)。在系統(tǒng)論、供需理論、消費經(jīng)濟學理論的指導下,堅持理論研究與實證分析相結(jié)合,宏觀規(guī)劃與微觀設計相結(jié)合,定性分析與定量分析相結(jié)合,通過對上海市居民參與型體育消費需求進行實證調(diào)查與收據(jù)收集,運用系統(tǒng)分析法、文獻法、調(diào)查法、數(shù)理分析法等研究方法,探究上海市居民不同消費狀態(tài)下參與型體育消費需求的主要成因和需求情況,挖掘上海市不同運動層次下各消費狀態(tài)參與型體育消費需求的主要成因和需求情況。本研究的主要結(jié)論表現(xiàn)如下:第一,確立了參與型體育消費需求系統(tǒng)的指標體系。在這個指標體系中,參與型體育消費需求系統(tǒng)的整體結(jié)構(gòu)存在三層結(jié)構(gòu)關系,第一層即“參與型體育消費需求系統(tǒng)”由四種消費狀態(tài)構(gòu)成的一級指標。第二層,每個一級指標由二級指標,即公共因子構(gòu)成。第三層,每個二級指標由三級指標,即題項構(gòu)成。在這個指標體系中,依據(jù)系統(tǒng)論的整體性、系統(tǒng)性、層次性和開放性等構(gòu)建了第一層結(jié)構(gòu),第二層和第三層指標的確立符合供需理論和消費經(jīng)濟學理論關于消費影響因素的構(gòu)成。第二,明確了“持續(xù)消費”群體居民的支撐需求與對象需求的結(jié)構(gòu)與內(nèi)容。對“持續(xù)消費”群體而言,其參與型體育消費需求支撐需求與對象需求結(jié)果一定程度反映了該群體的參與型體育消費需求的狀況。第三,探究了上海市居民不同消費狀態(tài)居民參與型體育消費需求系統(tǒng)的影響因素主要路徑特征�！斑\動意識與運動評價“和“運動評價不良”是影響居民“不運動”的主要因素,這符合意識對物質(zhì)具有能動的反作用關系原理;“消費支持與消費環(huán)境”和“消費伙伴少”是影響居民“不消費”的主要因素,這與人們受體育的“消費風氣弱、消費支持低、消費宣傳少”等社會生活、消費文化的影響相吻合;“供給環(huán)境與消費評價”和“消費環(huán)境不良”是影響居民“不再消費”的主要因素,這與內(nèi)外因辯證關系原理相一致;“消費外因與經(jīng)濟能力”和“預期效果”是促使居民“持續(xù)消費”的主要因素,這體現(xiàn)了行為結(jié)果反映行為目的,當兩者一致時,行為將會持續(xù),同時這也是體育的本質(zhì)功能得到最好的印證。第四,明晰了上海市不同運動層次下“持續(xù)消費”居民參與型體育消費的支撐需求與對象需求的結(jié)構(gòu)與內(nèi)容。從三個運動層次的分析結(jié)果來看,既有需求一致也有需求的差異,表現(xiàn)出各運動層次的需求特征。第五,挖掘了上海市不同運動層次下不同消費狀態(tài)居民參與型體育消費需求系統(tǒng)的影響因素主要路徑特征。對體育支持者而言,“不消費”群體的主要影響路徑是“消費制約”到“消費偏好與經(jīng)濟能力”再到“消費偏好低”,消費偏好是消費習慣的表現(xiàn)之一,具有一定的穩(wěn)定性,“體育消費不受重視”的大環(huán)境影響了部分群體的體育消費選擇。進一步,“不再消費”群體的主要影響路徑是“消費中止”到“供給環(huán)境與消費評價”再到“服務質(zhì)量差”,這說明以服務質(zhì)量為核心的供給環(huán)境和消費評價是消費者是否再消費的主要因素,三者是一脈相承的,服務質(zhì)量是供給環(huán)境的表現(xiàn)之一,消費評價是服務質(zhì)量的過程感受,同時又是供給環(huán)境的信息反饋。最后,“持續(xù)消費”群體的主要影響路徑是“消費促進”到“消費內(nèi)因與消費目的”再到“身體健康”,對于持續(xù)消費群體來講,對體育消費的目的非常明確是其能持續(xù)消費體育的重要前提,同時也證明了內(nèi)因?qū)π袨榈臎Q定性作用。對體育愛好者而言,“不消費”群體的主要影響路徑是“消費制約”到“消費偏好與經(jīng)濟能力”再到“消費偏好低”,這一點與體育愛好者是一致的。而“不再消費”群體的主要影響路徑是“消費中止”到“消費預期與經(jīng)濟能力”再到“消費價格高”,“消費價格高”是相對的,既有與同行、同類的比較,又有與消費者經(jīng)濟能力的變化的比較,其對消費行為的影響是直接性的。最后,“持續(xù)消費”群體的主要影響路徑是“消費促進”到“供給環(huán)境與消費評價”再到“軟件滿意”,對于體育愛好者而言,已經(jīng)具有較好的體育鍛煉頻度和體育意識,那么提供滿意的軟件環(huán)境是供給的重要體現(xiàn),也是促使消費者保持持續(xù)消費的重要因素。對體育達人而言,“不消費”群體的主要影響路徑是“消費制約”到“消費偏好與經(jīng)濟能力”再到“消費偏好低”,這一點三個運動層次的影響因素是一致的,這說明個人消費習慣對消費者的行為影響是巨大的。而“不再消費”群體的主要影響路徑是“消費中止”到“消費預期與經(jīng)濟能力”再到“經(jīng)濟能力弱”,這是經(jīng)濟基礎決定上層建筑在個人身上最直接的表現(xiàn),經(jīng)濟能力決定了一個人的生活方式、消費方式,這其中就包含了志趣愛好、消費習慣等,且與衣食住行相比體育消費作為生活消費中最薄弱的環(huán)節(jié)最容易被中止。最后,“持續(xù)消費”群體的主要影響路徑是“消費促進”到“消費外因與經(jīng)濟能力”再到“預期效果”,這是行為結(jié)果反映行為目的的最好證明,當行為的預期效果與行為目的兩者一致時,行為將會持續(xù)。同時也是外因通過內(nèi)因起作用的最好詮釋,預期效果是外因,而消費目的是內(nèi)因,持續(xù)消費就是最恰當?shù)谋憩F(xiàn)。
[Abstract]:Participate in sports consumption of sports consumption, a top priority is the development of the sports industry in the process, from the participating sports consumption of sports industry is the source of water, without trees, and participatory sports consumption demand is the power source of participating sports consumption. There is no systematic and integrity of participating sports consumption demand in order to understand the study. Residents in the state of origin and the demand of sports consumption demand, provides the starting point for enterprises to develop marketing strategies, this research to construct a participatory sports service products for the consumer, around the participating sports consumer demand and constitute an organic system. In the system theory, the theory of supply and demand, consumption economics theory under the guidance, adhere to the combination of theoretical research and empirical analysis, macro planning and micro design combining qualitative analysis and quantitative analysis, through the city of Shanghai Residents to participate in sports consumption demand for empirical investigation and collect data, using system analysis method, literature method, survey method, mathematical analysis and other research methods, the main causes and needs of participating sports consumption demand of Shanghai city residents of different consumption state, the main causes and demand of sports consumption demand of mining in Shanghai city different levels of the consumer movement in the state. The main conclusions of this study are as follows: first, establish the index system of participatory sports consumption demand system. In this system, there are three layers of structure relationship between the overall structure of participatory sports consumption demand system, the first layer is the primary index of participating sports consumption the system consists of four kinds of consumer demand "state constitution. Second levels, each level indicator consists of two indicators, namely the public factors. The third layer, each of the two indicators from three grade index The standard items. In this index system, based on integrity, system theory system, hierarchy and openness to construct the first layer structure, the establishment of the second layer and third layer index accords with the theory of supply and demand and consumption economics theory on consumption influence factors. Second, the structure and content of supporting demand with the object demand clear "sustainable consumption". The residents of "sustainable consumption" groups, their participation in sports consumption demand to support demand and object demand results reflect to some extent the participating sports consumption demand. Third, explores the influencing factors of sports consumption demand of residents in Shanghai city different consumption status of residents to participate in the main path. "Sports consciousness and sports evaluation" and "evaluation of the adverse movement" is the main factor affecting the residents "movement", which is consistent with the consciousness Has the reaction principle of dynamic relationship between material consumption and consumption; support environment "and" consumer partners "are the main factors that influence the residents" consumption ", and the people by sports" consumer culture is weak, low consumption consumption, less publicity "and other social life, eliminate impact fee culture fit" supply and consumption; environmental evaluation "and" consumption environment "is the main factor affecting the residents' consumption is no longer", and the dialectical relationship between the principle of internal and external causes are consistent; consumption of external and economic ability "and" expectations "are main factors to promote residents" consumption ", which reflects the results reflect the behavior the purpose of the act, when the two are consistent, the behavior will continue at the same time, this is the essential function of sports are the best proof. Fourth, clear Shanghai city different sports level" sustainable consumption "residents to participate in the body The structure and content of supporting demand and object demand consumption. From the results of the analysis with three sports level, both are consistent with the needs of different needs, showing the demand characteristics of each motion level. Fifth, the main factors influencing the mining path characteristics of Shanghai city sports consumption status under different levels of different residents participation the sports consumption demand system. The sports supporters, "the main influence consumer groups" path of "consumption constraint" to "consumption preference and economic ability" to "low consumption preference, consumer preference is one manifestation of consumer habits, has a certain stability," sports consumption is not affected by the attention "of the the environmental impact of some groups of sports consumption. Further, the main impact of consumer groups is no longer" path "suspension of consumption" to "supply and consumption environment evaluation" to "service Service quality is poor, the quality of service as the core of the supply and consumption environment evaluation is the main factor to whether the consumer consumption, the three is the same, the quality of service is one of the manifestations of supply environment, consumer evaluation is the quality of service experience, is also the feedback information supply environment. Finally, "effect of continuous consumption group path is to promote consumption" to "internal consumption and consumption purposes" and "health", the sustainable consumption of sports consumption groups, the purpose is very clear is an important prerequisite for the sustained consumption of sports, and it is proved that the decisive role of internal behavior of sports. Lovers, "the main influence consumer groups" path of "consumption constraint" to "consumption preference and economic ability" to "low consumption preference", and a sports enthusiast Is the same. The main influence consumer groups no longer "path of" consumption suspension "to" consumer expectations and economic ability "to" consumer price high "," high consumption "is relative, with peers, compare, compare and change with consumer economic ability. The impact on consumer behavior is directly. Finally, the main impact of sustainable consumption group path is to promote consumption" to "supply and consumption environment evaluation" to "software satisfaction", for sports enthusiasts, has good physical exercise frequency and sports consciousness, then provide satisfactory software the environment is an important manifestation of supply, but also encourage consumers to maintain the important factors of sustainable consumption. Master on sports, "the main effect of consumption group path is" consumption constraint "to" consumption preference and economy Force "to" low consumption preference ", the one point three factors affecting the movement level is consistent, which shows that the personal consumption habits of the consumer behavior influence is huge. The main influence consumer groups no longer" path of "consumption suspension" to "consumer expectations and economic ability" to "economy" this is weak, the economic base determines the superstructure in the person the most direct expression, economic ability determines a person's lifestyle, consumption patterns, which contains the interests, consumption habits, and with the basic necessities of life compared to sports consumption as the weakest link in the consumer most likely to be aborted. Finally, the main impact of sustainable consumption group path is to promote consumption "to" external consumption and economic ability "and" expectation effect ", this is the best proof of objective behavior reflect the behavior of the, When the expected effect of behavior is consistent with the purpose of behavior, behavior will continue. At the same time, it is also the best explanation for external cause to play the role of internal cause. The expected effect is external cause, while consumption goal is internal cause, and continuous consumption is the most appropriate expression.

【學位授予單位】：上海體育學院
【學位級別】：博士
【學位授予年份】：2017
【分類號】：G80-05
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本文編號：1370451