智能标签对体育用品溢价及其消费者行为影响研究

Premium of Sports Goods by Intelligent Label and Consumer's Behavior

通过对中国消费者智能体育用品消费行为的研究表明:价值品牌、产品性能、情感效用是显著影响中国消费者智能体育用品消费行为的影响因素。在学历收入方面,高学历和高收入的消费者群体由于具备更多的知识储备和更好的经济基础,在价值品牌维度变量上与低学历和低收入的消费者群体表现出显著差异;在性别角色方面,女性消费者相比男性消费者对于情感效用维度存在更高的消费偏好,并愿意为此付出更多价格;在年龄方面,中老年消费者与青年消费者总体上存在显著差异,且青年消费者的表现优于中老年消费者。建议加强对智能体育用品的宣传推广,并针对不同类型的消费者群体采取不同的营销策略。

Brandname, production function and emotional effect are the influential factors of the consumption behavior of intelligent sports goods of Chinese consumers. In terms of schooling and income, the consumers with high schooling and income and those with low schooling and income are obviously different in the aspect of brand value; in terms of gender, the female consumers intend to pay more for the goods because of the emotional effect; in terms of age, the young con- sumers act better than the old consumers. The paper proposes to strengthen the publicity of the intelligent sports goods and adopt different marketing strategy for different types of consumer groups.