摘要
中小城市高校学生互联网体育消费对于拉动我国体育消费总量具有重要作用,为研究这类群体的互联网体育消费感知价值状况,文章主要采用验证性因子分析和回归分析研究了影响中小城市高校学生互联网体育消费感知价值的三个因素:感知利益、感知成本、感知风险。研究表明:体育服装鞋帽、运动器材是中小城市高校学生互联网体育消费的主要类型;方便快捷、经济实惠、健身需求是中小城市高校学生互联网体育消费的主要动机;绝大多数学生互联网体育消费的满意度较高;感知利益对感知价值的影响最大,感知成本反向影响感知价值,感知风险对感知价值几乎没有影响;时间成本和精神成本并不会对感知价值产生影响,货币成本和信息成本对感知价值产生显著的反向影响关系。应持续提升学生感知利益;适度降低学生感知成本;不断弱化学生感知风险。
The internet sports consumption of college students in small and medium-sized cities plays an important role in driving the total amount of sports consumption in China.In order to study the perceived value of internet sports consumption of this group,the article mainly uses confirmatory factor analysis and regression analysis to study three factors that affect the perceived value of internet sports consumption of college students in small and medium-sized cities:perceived benefits,perceived costs,and perceived risks.The research results indicate that sports clothing,shoes,hats,and sports equipment are the main types of internet sports consumption among college students in small and medium-sized cities;Convenience,speed,affordability,and fitness needs are the main motivations for internet sports consumption among college students in small and medium-sized cities;The vast majority of students have high satisfaction with internet sports consumption;Perceived benefits have the greatest impact on perceived value,perceived costs have a reverse impact on perceived value,and perceived risks have almost no impact on perceived value;Time cost and spiritual cost do not have an impact on perceived value,while monetary cost and information cost have a significant reverse impact on perceived value.In view of this,the article proposes three suggestions:continuously improving students'perceived benefits;moderately reducing students'perceived costs,and further reducing students'perceived risks.
出处
《淮南师范学院学报》
2023年第3期46-51,共6页
Journal of Huainan Normal University
基金
2018年度高校优秀青年骨干人才国内访学研修项目“O2O模式下体育消费者感知价值提升研究”(gxgnfx2018038)
2021年度安徽省省级质量工程课程类建设项目“体育市场营销”(2021xsxxkc288)
黄山学院校级教学研究项目“新文科背景下大学体育教学改革的探索与实践”(2022JXYJ07)。
关键词
中小城市
高校学生
互联网体育消费
感知价值
small and medium-sized cities
college students
internet sports consumption
perceived value
