公众运动休闲炫耀性消费动机的研究——以上海市高尔夫球消费者为例

Research of the Motives of Public Sports Leisure and Conspicuous Consumption——The case of golf consumers in Shanghai

随着我国体育产业的发展和居民消费水平的提高,炫耀性消费出现在健身服务业的部分高端领域。文章在梳理前人文献的基础上结合实际,运用深度访谈法和问卷调查法,通过对上海市高尔夫健身行业中炫耀性消费动机的研究,并运用SPSS分析工具进行相关性分析和因子分析其消费动机及消费动机结构特征并给出结论建议。

With the development of sports industry and the improvement of residents＇ consumption in our country,conspicuous consumption appears in part of the field of high-end fitness services.In this paper,on the basis of combing previous literature and the actual situation,the method of depth interview and questionnaire investigation is used.Through the research of Shanghai golf fitness industry,the research of the motives of conspicuous consumption,and SPSS analysis tools for correlation analysis and factor analysis,the characteristics of consumption motivation and consumption motive structure and the advice is given.