行为经济学视角下对体育消费行为的探讨

Discussion on Sports Consumption Behavior Based on Perspective of Behavioral Economics

体育消费是促进经济增长的新兴领域,读懂消费心理和明晰群体行为首当其冲。以行为经济学范式对体育消费现象解读,即心理预期和情境因素对个体进行体育消费存在影响,参考点依赖的不一致、选择幸福的基础效用差异在不同的心理账户、禀赋效用的条件下,存在明显决策差异。借助该理论,将体育消费群体的心理行为特征结合到个体经济决策过程中,有助于把握实际现象的一般规律,益于改进营销策略,鼓励消费者进行长期远景的消费行为。

Sports consumption is an emerging field that promotes economic growth, understanding consumption psychology and clarifying group behavior are the most important. This paper uses behavioral economics paradigm to interpret the phenomenon of sports consumption, that is, psychological expectation and situation factors have influence on individual sports consumption, and there are obvious decision-making differences under different psychological accounts and endowment utility conditions, such as the inconsistency of reference point dependence and the difference of basic utility in choosing happiness. With the help of this theory, combining the psychological and behavioral characteristics of sports consumer groups into the process of individual economic decision-making will help grasp the general law of actual phenomena, improve marketing strategies and encourage consumers to conduct long-term consumer behavior.