杭州富阳城镇居民体育休闲消费意向影响因素分析

Analysis on Influencing Factors of Sports Leisure Consumption Intention of Fuyang Urban Residents in Hangzhou

利用Howard-Sheth的"刺激因素、外部因素——内部因素——消费者反应"的理论模型以及"外部变量——感知有用性、感知易用性——消费意向"的技术接受模型,构建了"刺激因素——内在因素——消费者反应"的理论模型。通过对富阳区的实证研究,发现刺激因素(体育休闲消费条件、消费氛围、消费体验)会正向影响体育休闲消费意向和内在因素(感知有用性、感知易用性),同时内在因素(感知有用性、感知易用性)会正向影响消费意向。据此,提出体育休闲企业从以下几方面进行改善:①进行合理布局,提高体育休闲消费的便利性;②加强宣传,营造良好的体育休闲消费氛围;③更新产品品种,增加体育休闲产品丰富度;④提高服务质量和管理水平,实现顾客忠诚。

This paper uses Howard-Sheth’s theoretical model of ‘stimulus factors,external factors-internal factors-consumer response’ and the technical acceptance model of‘external variables-perceived usefulness,perceived ease of use-consumer intentions’.Through the empirical of‘stimulus factors-intrinsic factors-consumer response’.Through the empirical research on Fuyang District,it is found that the stimulating factors (sports leisure consumption conditions,consumption atmosphere,consumption experience) will positively affect the sports leisure consumption intention and internal factors (perceive usefulness,perceived ease of use),while internal factors(perception usefulness,perceived ease of use) will positively affect consumer intent.Based on this,it is proposed that sports and leisure enterprises should improve from the following aspects:①Carry out rational layout and improve the convenience of sports leisure consumption;②Strengthen publicity and create a good sports leisure consumption atmosphere;③Update product varieties ,increase the richness of sports and leisure product;④Improve service quality and management level,and achieve customer loyalty.