消费价值观对体质健康突出问题大学生体育消费心理预期与行为的影响

The Effect of the Consumption Value on the Psychological Expectation and Behaviour of Sport Consumption of the Undergraduates with Outstanding Problems of Physical Fitness

旨在探讨体育消费心理预期对消费价值观与体质健康突出问题大学生体育消费行为的中介作用。采用问卷调查的方法,研究样本来自于湖南8所高校的1386名体质健康突出问题大学生。结果表明:1)消费价值观、体育消费心理预期与体质健康突出问题大学生体育消费行为两两之间存在显著的正相关;2)消费价值观对体质健康突出问题大学生体育消费心理预期、体育消费行为有正向影响;3)体育消费心理预期对体质健康突出问题大学生体育消费行为有正向影响;4)信息来源与渠道、信息量、预测依据和体育消费心理预期在消费价值观与体育消费行为之间具有部分中介作用,预测经历和价格知觉水平在消费价值观与体育消费行为之间的中介作用不显著。

The objective of this study was to explore the meditating effect of psychological expectation of sports consumption between consumption values and sports consumption behavior.With a sample of 1386 undergraduates who had outstanding problems of physical fitness from eight colleges and Universities in Hunan province,the research conducted questionnaires investigation.The result showed that： 1）consumption values were related to psychological expectation of sports consumption and sports consumption behavior,and psychological expectation of sports consumption was related to sports consumption behavior;2）Consumption values had a positive predictive effects of psychological expectation of sports consumption and sports consumption behavior;3）Psychological expectation of sports consumption had a positive predictive effects of sports consumption behavior;4）Information source and channel,amount of information,predication basis and expectation of sports consumption were part of the meditating variables in the relationship between consumption values and sports consumption behavior,but predication experience and price sensitivity level were not the meditating variables.