| 不同锻炼行为阶段的体育消费心理 |
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| 引用本文： | 陈善平,王云冰,韩骥磊.不同锻炼行为阶段的体育消费心理[J].体育科学,2008,28(11). |
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| 作者姓名： | 陈善平 王云冰 韩骥磊 |
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| 作者单位： | 西安交通大学体育部,陕西,西安,710049 |
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| 基金项目： | 国家社会科学基金，新世纪优秀人才支持计划资助 |
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| 摘 要： | 基于跨理论模型和体育消费认知决策模型,采用对587名知识分子问卷调查数据,对不同锻炼行为阶段的体育消费心理进行了比较分析,结果表明,1)在前意向→意向→行动阶段,体育消费需要呈现上升趋势;在坚持阶段,体育消费需要少量下降;2)随着锻炼行为阶段向前发展,体育消费满意度呈现逐渐提高的趋势;提高满意度有利于锻炼者向高一级行为阶段转变;3)随着锻炼行为阶段向前发展,体育消费意愿呈现出逐渐增强的趋势,处于高锻炼行为阶段的个体更愿意在体育锻炼上花钱。建议:体育营销把前三个锻炼行为阶段作为体育消费者培育阶段,通过薄利的产品和满意的服务促进更多的体育消费者更快地发展到锻炼行为坚持阶段,培养忠诚的体育消费者,追求在锻炼坚持阶段产生的长期可持续发展的收益。
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| 关 键 词： | 锻炼 体育消费 心理特征 |
Psychological Factors of Sport Consumption at Different Stages of Exercise Behavior |
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| CHEN Shan-ping,WANG Yun-bing,HAN Ji-lei.Psychological Factors of Sport Consumption at Different Stages of Exercise Behavior[J].China Sport Science,2008,28(11). |
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| Authors: | CHEN Shan-ping WANG Yun-bing HAN Ji-lei |
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| Abstract: | This paper studied the psychological factors of sport consumption at the different stages of exercise behavior based on the trans-theoretical model of exercise behavior and the decision-making model of sport consumption and using the questionnaire of 587 intellectuals.The results show that:1)The needs of sport consumption increase with progress of pre-contemplation stage,contemplation stage and action stage,but the needs slight decline in maintenance stage.2)The satisfaction of sport consumption increase with progress of exercise behaviors stages,so to enhance exerciser satisfaction of sport consumption is propitious to promote exerciser to the next higher stage of exercise behaviors.3)The higher stage of exercise behaviors the consumers stayed in,the more willing to invest their money in exercise.It suggests that the first three exercise behaviors should be taken as the cultivation phase for sport consumer in sport marketing.Through the good service and product,it can promote more sport consumer to hold exercise behavior consistently and get benefit from long-term sustainable development. |
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| Keywords: | exercise sport consumption psychological character |
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