个人价值观对观赏运动消费与经历的影响研究

The Impact of Value Individual on Spectator Sport Consumption and Experience

价值与行为是各学科研究的重要课题,但在体育市场方面研究甚少。本文研究目的是探讨个人价值与观赏运动行为的关系,验证个人价值是否能够预测观赏运动消费与观赏运动经历。调查问卷包括三部分:人口统计学、个人价值、观赏运动行为。经检验问卷信度,其问卷信度Cronbachα=0.942,结构效度Communalities的平均分值是0.623,具有较高的信度与效度。统计分析包括描述性统计、相关性、ANCOVA、回归分析。相关性分析显示,个人价值分别与观赏运动消费、观赏运动经历具有显著关联性,表明观赏运动行为是个人价值的显现。ANCOVA分析了性别在观赏运动消费与观赏运动经历差异显著。回归分析结果表明,个人价值能够预测观赏运动行为,指出了个人价值影响观赏运动消费与观赏运动经历,但应该注意的是有些人对观赏运动没有价值或持有否定价值。因此,个人价值能够指导观赏运动行为,可作为设计运动市场营销的重要变量。

Value and behavior are an important issue that numbers of scholars focused on in the different disciplines ,but less is known in sport marketing .The purpose of this study is to investigate whether value individuals associated with spectator sport be‐havior (SSB) and examine whether values predicted spectator sport consumption (SSC) and spectator sport experiences (SSE)) . This questionnaire is consisted of three parts :demographics ,values and SSB ,which is tested to have high reliability and validity , Cronbach α =0 .942 and construct validity Communalities =0 .623 ,respectively .Statistical analyses were descriptive ,correlation and stepwise regression .The result of correlation demonstrated that the values associated significantly with spectator sport consump‐tion and spectator sport experiences .ANCOVA indicated that gender was significant different among SSC and SSE .Moreover ,the result of regression showed that values individual predicted SSB significantly ,indicating the values will influence SSC and SSE ,but we should pay attention on some of people who have no value or negative value on SSB .Overall ,values can conduct SSB ,acting as an important variable which is utilized for designing sport marketing .