政府规制对体育消费行为的干预作用探析

Analysis of the Effect of Government Regulation on Sports Consumption Behavior

体育消费是促进体育产业发展的"三驾马车"之一,体育消费行为是干预体育消费水平和结构的直接突破口,采取措施改变体育消费者的消费行为,提高消费水平,使消费结构更加优化,进而加快体育产业的发展。本研究中,作用采用问卷调查法、文献资料法、逻辑分析法等研究方法,分析政府规制对体育消费行为的影响,并且证明政府规制还直接干预体育消费行为的确定需求、收集信息、方案评价、消费决策、售后行为五个阶段,由此得出我们可以完善社会保障制度,健全就业制度,建立法律体系完善体育市场,借用舆论导向改变体育消费观念等方法来引导体育消费行为,促进体育产业的发展。

Sports consumption is one of the ＂ three carriages＂ to promote the development of sports industry.Sports consumption behavior is a direct breakthrough to intervene the level and structure of sports consumption.Taking measures to change the consumption behavior of sports consumers and improve consumption level can better optimize consumption structure and speed up the development of sports industry. With methods of questionnaire,literature and logical analysis,the paper analyzes the influence of government regulation on sports consumption behavior and demonstrates that government regulation also directly interfere the 5 stages of fixed needs of sports consumption behavior,information collection,program evaluation,consumer decision- making and customer service. The paper thus concludes guiding sports consumption behavior and promoting the development of sports industry through methods of improving social security system and employment system,establishing a legal system to promote sports market,and using public opinion to guide sports consumption concept.