社会阶层影响体育消费行为的心理模式

The Psychological Pattern of Social Class Influencing Sport Consumption Behavior

根据相关理论,建立社会阶层影响体育消费行为的心理模式。为验证研究模型的合理性,在国内10个大中城市进行大样本调查,获得4 372个有效样本,然后进行结构方程建模。结构方程模型分析结果显示:社会阶层对体育消费行为的影响存在复杂的心理模式。社会阶层既可以直接影响体育消费行为,也可以通过体育消费认知、体育消费动机、体育消费体验和体验消费意愿间接影响体育消费行为,并且心理变量间存在复杂关系。

According to the related theory, the establishment of a social class affects the psychological pat- tern of sports consumption behaviour. In order to verify the rationality of the research model, in the do- mestic large sample survey of 10 large and medium-sized cities, obtained 4372 valid samples, and then structural equation modeling. Structural equation model analysis results show that the influence of the so- cial class of sports consumption behavior exists complex psychological pattern. Social class can directly in- fluence the sports consumption behavior, but can be by cognitive sports consumption, sports consumption motivation, sports consumption experience and experience willing indirectly influence the sports consump- tion behavior,and there are complex relations between psychological variables.