我国城市青少年体育消费心理行为特征研究

Research on Characteristics of Sports Consumption Psychology and Behavior of the Urban Youth in China

采用文献资料、座谈、问卷调查及数理统计等方法,对城市青少年体育消费心理行为特征进行了研究。结果表明:其体育消费观集中表现为实用型、节俭型、经验型三种;体育消费习惯主要为体育品牌消费;体育消费技能以略知型为主,但熟练型也占较大比例。男性与女性在体育消费观、体育消费习惯总体上存在显著性差异,但在体育消费技能上差异不显著,体育企业应根据其特点,采取提高产品质量、加大宣传力度等营销策略,为这一特殊群体作出特殊服务。

By adopting the methods of documentary analysis, panel method, questionnaire survey and mathematical statistical analysis, this paper investigated and studied the characteristics of sports expense psychology and behavior of the urban youth in China. The results indicated that the concept of sports consumption is mainly embodied in the following three types： practical, economical and experiential; the sports consumption habits mainly include consumer brands; the sports consuming skills are mainly a smattering of knowledge, but the skilled accounted for a large proportion. There are significant differences between the male and female in sports consumption concept and sports consumption habits. However, there is no significant difference in sports consumption skills. According to the characteristics of the urban youth, sports enterprises should improve the quality of their products, increase their intensity of promotion and other marketing strategies to make special services for this special group.