城市居民羽毛球消费行为形成因素的关系

Relationship between Factors Forming Urban Residents' Consumption Behavior on Badminton

依托"霍华德.谢思消费行为理论",对杭州市羽毛球活动消费行为及影响因素进行调查,旨在探索羽毛球活动参与行为的形成过程。550名羽毛球场馆活动参与者完成了一个根据该理论自编的"行为因素"问卷。调查结果表明,羽毛球活动消费行为在时间、频率、经历、支出与刺激因素、外在因素、内在因素、反应因素都存在着直接或间接关系。研究认为,"霍华德.谢思消费行为理论"只是部分地解释羽毛球活动消费行为,基于此,文章对羽毛球活动消费行为的特殊性进行了讨论,构建了羽毛球参与者消费行为过程的理论模型。

Based on the Consumption behavior theory of Howard-Sheth, this study analyzes relationship between consumption behavior and its influencing factors on badminton in Hangzhou, in order to find out the forming process of participation in badminton. 550 participants in badminton in Hangzbou cumplete a questionnaire on behavior factors based on the theory above. The results show consumption behavior has direct and indirect relations with time, frequency, experience, outcome and incentive factors, external and internal factors, and reaction factors. The conclusion is that Howard-Sheth theory partly explains consumption behavior of badminton. Based on these findings, the discussion is carried on the specific behavior of badminton, and the theoretical model of badminton participants＇ consuming behavior.