城市居民现场观赏武术赛事消费行为因素的实证研究

Empirical Research on the Influencing Factors of Urban Residents' Consumption Behavior of Scene-watching Martial Arts Competitions

运用文献资料法、问卷调查法、因子分析等方法对影响我国城市居民现场观赏武术赛事消费行为的25种主要影响因素进行了实证研究。研究表明:城市居民现场观赏武术赛事消费行为主要受赛事产品的质量因素、成本因素、消费者自身因素、宣传因素、人文环境因素、场馆景观因素六方面的影响。根据分析和论证,提出了具有针对性的建议,以促进我国城市居民现场观赏武术赛事消费的发展,加快武术产业化发展进程。

Through the methods of literature,questionnaire survey,factor analysis,this paper analyzes the twenty-five kinds of factors of urban residents＇ consumption behavior of scene-watching martial arts competitions.Empirical research shows that the factors of urban residents＇ consumption behavior of scene-watching martial arts competitions are multi-dimensional,including product quality factor,consumer＇s own factor,cost factor,propaganda factor,venues landscape factor,human environmental factor.According to the empirical research and analysis,constructive suggestions have been proposed which would promote the consumption of watching martial arts tournament and accelerate the process of martial arts＇ industrialization.