我国居民体育消费行为决策过程的理论研究

Study on the Theory of Citizen Sports Consumption Behaviors' Decision Process in China

本文以体育社会学、消费行为学、体育经济学等理论为基础,采用了文献资料、社会调查等研究方法,就我国居民体育消费行为决策过程的基本理论进行了深入研究,目的在于:为政府有关部门和企业制定有效的营销策略,提高居民体育消费水平,加速体育产业发展提供理论依据。结论:体育消费行为决策过程一般可分为注意、认识、决策执行和回顾四个阶段。

This paper based on the theories of sport sociology, consumption behavioral science, sports economics etc and used the methods of documents, social investigations and etc. We made a thorough study on the theory of Citizen sports consumption behaviors＇ decision- making process in China. The research is in order to make effective murketing tactics for government and enterprises and provide theoretic basis to accelerating development of sports in dalstry and improve the consumption level .We have come to the conclusion that： the sports consumption behaviors＇ decision- making process can be divided into four periods.They are attention, recognition, division and review periods.