摘要
行为经济学作为引领经济发展方向的一个重要分支,越来越多地被引入到国际体育研究领域,并已取得丰硕成果。一方面,体育领域更适于采用行为经济学范式加以研究;另一方面,体育高速激烈和不确定性的特点,也有助于检验和丰富行为经济学理论。基于行为经济学方法,从认识偏差、前景理论、心理账户、过度自信、沉没成本误区和羊群效应6个方面,研究体育相关问题的国际代表性文献,从球队经营理念、全民健身活动、大型体育赛事和足球竞技水平4个方面初步分析行为经济学在中国体育领域的实践意义,提出中国体育领域是宝贵、天然和理想的实验场,应借鉴国际研究成果,根据中国实际情况适当调整行为经济学理论和分析范式,探究中国体育领域相关问题。
Behavioral economics,as an important branch leading the direction of economic development,has been increasingly introduced into the field of international sports research and has achieved fruitful results.On the one hand,the sports field is more suitable to be studied using the behavioral economics paradigm.On the other hand,the characteristics of high-speed and uncertainty of sports help to test and enrich the behavioral economics theory.From six aspects including cognitive bias,prospect theory,mental accounting,sunk cost fallacy,over confidence,and herd effect,this paper studies international representative literatures on sports-related issues using behavioral economics.The practical value of behavioral economics to the field of sports in China is analyzed from four aspects:Team management philosophy,public fitness activities,major sports events,and football competition level.The field of sports in China is a valuable,natural and ideal experimental field.It is necessary to learn from international research results and make appropriate adjustments according to China’s actual situation,adopt behavioral economics theory and analysis paradigm,explore related issues in the field of sports in China.
作者
李刚
LI Gang(Shanghai Normal University,Shanghai 200234,China)
出处
《中国体育科技》
北大核心
2023年第7期3-9,共7页
China Sport Science and Technology
关键词
行为经济学
中国体育
中国化
behavioral economics
China’s sports
sinicization
