摘要
在冬奥背景下,我国冰雪运动发展迎来巨大机遇和挑战,南方冰雪运动消费市场具有极大的潜力。研究以参与型南方冰雪运动消费者为研究对象,在消费者行为理论和方法目的链理论基础上,通过专家访谈法、软式阶梯访谈法和内容分析法,明确南方消费者参与冰雪运动消费行为所关注的产品属性、结果与价值,分析南方冰雪运动消费者行为的主要路径。研究结果显示南方冰雪运动消费者行为主要路径是新兴时尚—提升社交印象—获得他人尊重;场地设施—挑战自我—自我实现;刺激—感到愉悦和放松—自我实现。根据南方冰雪运动消费者行为主要路径,提出培育南方冰雪消费市场的相关建议。
Under the background of Beijing Winter Olympic Games,China’s ice and snow sports are facing great opportunities and challenges,brining ice and snow sports consumer market in southern China with great developmental potential.To know the main path of consumer behavior of ice and snow sports in southern China,consumer behavior theory and means-end chain theory were used to clarify the product attributes,results and values concerned by the consumers through expert interview,soft ladder interview and content analysis.The result showed that the consumer behavior focused on fashion-enhancing-social impression gaining and respect from others,venues and facilities-challenging oneself-self-realization,stimulation-feeling pleasure and relaxation-self-realization.In view of the above,suggestions for nurturing the consumer market were put forward.
作者
邓茹月
周丽君
DENG Ruyue;ZHOU Lijun(School of Education,Zhejiang Univ.,Hangzhou 310058,China)
出处
《武汉体育学院学报》
CSSCI
北大核心
2022年第3期54-60,共7页
Journal of Wuhan Sports University
基金
国家社会科学基金项目(19FTYB005)。
关键词
冬奥会
南方冰雪运动消费者
行为路径
方法目的链理论
Winter Olympic Games
ice and snow sports consumer in southern China
behavior
means-end chain theory
