浙江省城市居民体育消费特征研究

The Study of the Characteristics of City Residents' Sports Consumption in Zhejiang Province

采用文献资料、问卷调查、数据统计等研究方法,分析浙江省城市居民体育消费特征,城市居民的消费态度、消费时间、消费水平和消费结构方面的特征。结果得出:城市居民体育消费意识不断增强,消费动机以"强身健体"为主;闲暇时间的活动安排具有多样性,体育活动是城市居民第二选择;体育消费水平整体不高,但有一定发展空间;体育消费结构仍然以"实物性体育消费"为主。并根据研究提出了相应的建议。

This essay aims to analyze the characteristics of sports consumption among city residents in Zhejiang prov ince through the application of literature,questionnaire and statistics. It focuses on the aspects of consumer attitudes, consumption time, consumption level and structure. To sum up, citizen＇s awareness of sports consumption is rising constantly. The major consumption motivation is keeping fit, the arrangement of spare time tends to be diverse and taking part in sports is the second most popular activity. Although the consumption level of sports is still low general ly,it does have some space for development. In terms of consumption structure, material sports consumption is still olavin~ a dominant rnlo P;n~）l ,I.~ 1~.;~ ~~ ~.. ~J ：