对广东省城市居民足球健身娱乐消费行为的研究

Researching on the Urban Consumers Spending on Playing Football as Fitness and Entertainment in Guangdong Province

运用文献资料、问卷调查、访谈调查等研究方法,对广东省城市居民足球健身娱乐消费行为进行研究。结果显示:广东省城市居民参与足球活动的消费者是年龄以25-39岁之间的中青年人为多数,参加足球健身娱乐活动是以"缓解学习、工作压力"为主要目的。平均每周消费3次为主,大部分被调查者平均每次足球活动的时间为60-90min,大多数消费者选择在晚上或双休日参与足球健身消费,并认为现有足球场地资源市场开发主体的消费价格适中。影响广东省城市居民足球健身娱乐消费的因素分别是消费者因子、环境因子、市场因子、企业因子、教育因子和宣传因子。其中消费者因子是最直接、最主要的因素。

Investigating consumers spending on sports in Guangdong by documents, questionnaire and interviewing, we can draw a conclusion that most of the consumers spending on playing football are young people of 25 - 39 years old, who take part in this sports for alleviating the pressure of study and work. Their consumption times average out at 3 per week, and most of them play 60 -90 minutes each time. They prefer the fitness in the evening or weekends, and they consider the consumer prices to be reasonable. The factors influencing the consumers are consumer, environment, market, enterprise, education and publicity, among which the consumer is the direct and primary one.