商业健身俱乐部消费者所属社会阶层与体育消费关系研究——以广州地区力美健健身俱乐部为例

A Study on Relationship between Social Class of Consumers in Commercial Fitness Clubs and Their Sports Consumption:A Case Study of Total Fitness Club in Guangzhou

以中高档商业健身俱乐部的典型——力美健健身俱乐部(广州地区)的消费者为研究对象,以社会分层为主要理论视角,以个案研究及多元线性回归为主要研究方法,以社会阶层与体育消费之间的关系为主线展开研究。研究表明:社会阶层对力美健消费者的体育消费有显著影响,社会阶层对体育消费的影响其实是组织资源、经济资源和文化资源综合作用的结果,其中经济资源是最具有决定性意义的影响因素;性别、年龄、余暇时间都对力美健消费者的体育消费有显著影响;体育认知、体育情感只对力美健消费者的体育社会化有作用,而对体育消费不具有显著影响。

The consumers of Total Fitness Club in Guangzhou, a type of middle and high class commercial fitness club, are taken as research subjects from the perspective of social stratification by means of case study and multiple linear regression, and the relationship between social class and sports consumption is studied in this paper. The results can be listed as follow., the social classes consumers belong to have remarkable influences on their sports consumption,and the influences on the sports consumption are the outcome of an integrated effect of organizational, economical and cultural resources, while economical resource is the most important factor. At the same time,gender,age and leisure time also have remarkable influences on the sports consumers of Total Fitness Club. Sports cognition and sports sensibility have no significant influence on sports consumption, but have effects on the sports socialization of these consumers.