基于社会分层视野下的城镇居民体育消费观特征研究

Research on the Characteristics of Urban Residents’ Views on Sports Consumption Based on Social Stratification

体育消费观是影响现阶段国民体育消费的重要因素,而基于社会分层理论比较研究城镇居民体育消费观是该领域的一个崭新视角。运用文献资料研究、问卷调查、专家访谈、数理统计等方法,基于全民健身国家战略下体育消费观的概念维度分析,对不同社会阶层城镇居民体育消费观的特征进行比较研究。结果表明:1)全民健身国家战略下体育消费观主要涉及体育消费精神导向、体育消费价值取向和体育消费选择倾向3个维度,共包括人的全面发展、全民健康投资、持续合理消费、内部能力发展、外部环境提升、内容均衡型、欲望主导型和需求理智型8个二级因子维度;2)不同社会阶层城镇居民除了在"持续合理消费"因子维度上不存在显著性差异(F=0.501,P=0.735>0.05),在其他7个二级因子维度上存在不同程度显著性差异(P<0.05),即除了"持续合理消费"因子维度,其他7个二级因子维度均与社会阶层呈不同程度的相关性(P<0.05);3)城镇居民体育消费观影响因素主要包括市场环境、个体条件、社会参照3个方面的影响因子,不同社会阶层城镇居民在3个影响因子上都存在显著性差异,且影响程度总体与"社会阶层"之间呈典型的强相关性(P<0.05)。

Based on the social stratification theory, a comparative study of urban residents’ views on sports consumption, which has a key influence on the national sports consumption, is a new perspective in this field. Applying literature reviews, questionnaires,interviews of experts, mathematical statistics, etc., based on the conceptualization of sports consumption in the light of the National Fitness Strategy, this paper gives a comparative analysis of the characteristics of the views of the urban residents in different social classes on sports consumption. The results show that: 1) The framework of the conceptualization of the views on sports consumption in the light of National Fitness Strategy mainly involves three dimensions, i.e., the orientation of spirit, the orientation of value and the selection tendency of sports consumption, and eight secondary factors, i.e., the overall development of people, the investment in the national health, sustainable and rational consumption, the development of internal capacity, the improvement of external environment, the balance of the contents, the desire orientation and the sensibility of the demand. 2) There is no significant difference in the factor of ‘continuous rational consumption’ of urban residents of different social classes(F=0.501;P=0.735>0.05), while there are significant differences in the other seven secondary factors(P value is less than 0.05). Overall, apart from the ‘continuous rational consumption’, the other seven secondary factors are all correlated with social strata in varying degrees(P value is less than 0.05). 3) The main factors influencing the concept of sports consumption of urban residents are "market environment","individual conditions" and "social reference". There are significant differences in three influencing factors among urban residents of different social strata and the degree of the influence is closely correlated to the "social classes"(P values are less than 0.05).