| 消费心理、个人特性和市场营销对观众购买决策的影响(综述) |
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| 引用本文： | 王小平,何其霞,杜丛新.消费心理、个人特性和市场营销对观众购买决策的影响(综述)[J].北京体育大学学报,2002,25(1):47-49，70. |
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| 作者姓名： | 王小平 何其霞 杜丛新 |
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| 作者单位： | 1. 中国政法大学体育部,北京,100088;2. 河南安阳师范学院体育系,河南,安阳,455000;3. 北京体育大学研究生部,北京,100084 |
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| 摘 要： | 体育竞赛服务市场中,消费者心理、个人特性和市场营销是影响观众购买决策的重要因素.对国内外近13年的有关观众观看比赛影响因素研究的分析和比较,认为国内有关研究在研究内容、规模和深度等方面与国外有较大的差距,并指出了国外有关研究的薄弱环节,对以后的研究有一定的启示作用.
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| 关 键 词： | 消费心理 个人特性 市场营销 观众 影响因素 |
| 文章编号： | 1007-3612(2002)01-0047-04 |
| 修稿时间： | 2001年6月21日 |
Effects of Consumption Mentality, Individual Character and Marketing on Spectators' Decision to Purchase (A Summary) |
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| DU Cong-xin ,HE Qi-xia ,DU Hu.Effects of Consumption Mentality, Individual Character and Marketing on Spectators'''' Decision to Purchase (A Summary)[J].Journal of Beijing Sport University,2002,25(1):47-49，70. |
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| Authors: | DU Cong-xin HE Qi-xia DU Hu |
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| Institution: | DU Cong-xin 1,HE Qi-xia 2,DU Hu 3 |
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| Abstract: | In the service market of sport and competition, the consumption mentality, individual character and marketing are the important factors affecting the spectators' decision to purchase. The factors at home and from abroad for the recent 13 years, which affect the spectators in watching matches, were studied, analyzed and compared. It was considered that there was a great difference in contents, scale and profundity between the domestic studies and the studies from abroad. The weak links of the relative studies from abroad were pointed out. |
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| Keywords: | consumption mentality individual character marketing spectator affect factor |
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