摘要
采用文献资料、问卷调查及专家访谈等研究方法,以益阳市大学生网络体育消费的认识、动机、水平、类型以及影响他们网络体育消费的主观因素和客观因素等方面作为主要研究内容。研究结论表明:益阳市大学生网络体育消费的主要动机是节约时间,消费水平以低、中级消费水平占主体等,并结合体育消费和网络消费的相关研究,得出影响大学生网络体育消费的因素有主观因素包括经济情况、消费观念、个人感知风险等。客观因素包括体育商品的价格、体育商品品牌、网络平台、商家诚信度等。通过本研究促进大学生网络体育消费的健康发展,为网络体育消费的经营者提供可参考的经营实践依据。
This thesis is devoted to analyze the motivation, awareness, level and type of the sports consumption behavior on the Internet among college students in Yiyang City, as well as the subjective and objective factors affecting their behavior. The results show that the main motivation is to save time, and their level of consumption is usually low and intermediate. Based on relative study of sports network consumption draws the conclusion that subjective factors include economic conditions, consumption concept, personal perception of risk, etc. and objective factors mainly include the price and the brand of sports goods, network platform and business integrity. This thesis is aimed at promoting the development of the network sports consumption so as to provide referential business practice for the operators.
出处
《体育科技文献通报》
2015年第2期101-104,共4页
Bulletin of Sport Science & Technology
关键词
益阳市
大学生
网络体育消费行为
Yiyang City, college students, behavior of sports consumption on the lnternet
