摘要
运用问卷调查和数理统计法研究"80后"体育消费者的购物决策风格。通过探索性因子分析和验证性因子分析,发现"80后"体育消费者具有6种购物决策风格,包括冲动购物、难以决策、重视质量、追求品牌、品牌忠诚和价格敏感。采用分类树对影响购物决策风格的人口学特征进行进一步讨论,并用模糊聚类分析将"80后"体育消费者划分为3种类型。最后为企业制定合理的体育市场营销策略提出建议。
Using the methods of investigation and mathematical statistics, the author studied the decision-- making styles of post--80 sports customers. Based on exploratory factor analysis and confirmatory factor analysis, six decision--making styles were detected for post--80 customers, including impulsiveness, confused over choice, treasuring quality, seeking brand, brand loyal, and price consciousness. Classification tree was used to analyze the influence of demographic characteristics, and post--80 sports customers were divided into three type groups using fuzzy cluster analysis. Finally, the authors provided some advice on marketing practices for enterprises.
出处
《南京体育学院学报（社会科学版）》
2008年第6期68-71,共4页
Journal of Nanjing Institute of Physical Education
基金
河南大学体育学院研究生自主科研资金
关键词
80后
体育消费
购物决策风格
体育营销
建议
post- 80s
sports consumption
decision-- making styles
sports marketing
advice
