战略营销视角下中年人群体育参与的决策过程及其约束因素

Decision-making process and the constraints about the sport participation from the angle of the strategic marketing

通过社会学调查,运用体育营销学的相关理论,对山东省8城市1 106名中年人体育参与的决策制定过程及约束因素进行研究,并制定了参与者消费行为模型。结果表明:中年人群体育参与决策的制定是较为复杂的认知过程,经历了问题识别—信息搜寻—评价选择对象—参与—评价5个环节。不同年龄段、文化程度、职业参与者对决策制定过程的认同率基本一致(X2=68.79,P>0.05;X2=82.37,P>0.05;X2=143.26,P>0.05)。决策制定过程的约束因素经因子分析得到特征值大于1,累计贡献率为74.83%的3个因子,即:心理因子、社会因子、情景因子。参与者决策制定过程是参与者消费行为模型的核心内容。

This article mainly applies the sociological surveys, research and documentation, and the mathematical statistics method, using the sports marketing theory on the eight cities in Shandong province 1,106 middle-aged sports participation, the decision-making process and the constraints were studied and the players consumer behavior model were developed, so as to provide a theoretical basis for the sports operators on the middle-aged participants in the success of sports marketing activities and developing consumer market further. The results show that： the process that the middle-aged crowd to participate in decision-making sports is a complex process, which consist of the identified the problem - the information search - the evaluation of choice - participation-evaluation. Different ages, education, occupations on the middle-aged participants in the decision-making process is basically the same recognition rate （X^2 = 68.79, P〉 0.05; X^2 = 82.37, P〉 0.05; X^2 = 143.26, P〉 0.05）. the constraints of the decision-making process by factor analysis （eigenvalue greater than 1, a total contribution rate of 74.83%）consist of three factors, namely： psychological factors, social factors, scenarios factor. The core of the model is the decision-making process of the participant.