北京市大学生体育用品购买行为影响因素分析

Analysis on Influencing Factors of Purchasing Behavior of Sports Articles at College Students in Beijing

本文采用SPSS16.0软件为工具,利用二元Logistic回归分析的方法构建回归方程等研究方法,对北京市大学生体育用品购买影响因素进行数据分析描述,探究其潜在影响购买行为的制约因素,以期在体育用品领域给大学生购买这一细分市场提出建议。结论:(1)质量因素对大学生体育用品购买有显著正影响;(2)促销因素对大学生体育用品购买有显著负影响;(3)锻炼习惯对大学生体育用品购买有显著影响;建议:(1)提升体育用品质量;(2)培养大学生体育锻炼意识。

This paper uses the SPSS 16.0 software as a tool,using the binary logistic regression analysis method to build regression equation and other research methods,analyze the impact factors of Beijing college students'sports goods purchase influence factors,explore the influence factors of the purchase behavior,in order to give the college students in the field of sports goods to make recommendations.Conclusion:1)the quality factors have a significant positive effect on the purchase of college sports goods;2)the promotion factors have a significant negative effect on the purchase of college sports goods;3)exercise habit has a significant influence on the purchase of college students sports goods.Recommendation:1)improve the quality of sporting goods;2)cultivating college students'consciousness of physical exercise.