新生代农民工体育消费心理和影响因素研究——以皖江城市带为例

Factors Affecting Sports Consumption Psychology of Migrant Farmers in the City-cluster along the Yangtze River in Anhui

运用问卷调查、层次分析法等研究方法,对皖江城市带新生代农民工体育消费态度、动机和行为特点等进行了研究分析,同时对影响皖江城市带新生代农民工体育消费心理的诸多因素进行了调查研究。研究结果表明,体育消费的主要动机是为了强身健体和消遣娱乐,影响皖江城市带新生代农民工体育消费心理预期的主要因素为社会经济因素、社会文化因素、群体因素和大众传媒因素等。

Adopting the methods of questionnairing, documentary analysis, mathematical statistical analy- sis and AHP, this paper analyzes the attitudes, motivations and behavioral characteristics of migrant farmers＇ sports consumption. It proceeds to examine the factors that influence the sports consumption psychology of new generation migrant farmers in the citycluster along the Yangtze River in Anhui. The results show that their motivation lie in the desire to keep fit and have pastime; the influencing factors include so- cio-economic factors, social and cultural factors, group and mass media factors and so on.