广州市不同婚姻类型居民网络体育消费特征研究

Study on the Characteristics of Online Sports Consumption of Residents of Different Marriage Types in Guangzhou

本文采用文献资料调研、问卷调查、数理统计等方法,就目前广州市居民的五种婚姻类型在结构、观念和行为所表现出来的网络体育消费特征进行研究分析。研究发现广州市当下网络体育消费的婚姻类型中,未婚、已婚已育的婚姻类型居多。未婚、离异的人群网络体育消费支出高于已婚人士,但未婚人群消费价格较高,消费次数较多,其结构特征表现出低水平、低频率、高参与的特点,产品类消费为主,参与类、购买类并重;在观念上表现出时代性、便捷性,已经接受“花钱买时间”的观念;在行为特征上表现出自我性、依赖性、务实性的特征,在社会群体影响方面,都易受到家庭、朋友的影响,并据此给出相应的建议。

By means of literature investigation, questionnaire investigation, mathematical statistics and so on, this paper studies and analyzes the characteristics of network sports consumption in the structure, concept and behavior of five marriage types of Guangzhou residents. The study found that marriage types of online sports consumption in Guangzhou are mostly unmarried and married. The expenditure of network sports consumption of unmarried and divorced people is higher than that of married people, but the consumption price of unmarried people is higher and the number of consumption is more. Its structural characteristics show the characteristics of low level, low frequency and high participation. Paying equal attention to the class of purchase;To show ideologically Time, convenience, has accepted the concept of “spend money to buy time”;The characteristics of self-identity, dependence and pragmatism are easy to be influenced by family and friends in the aspect of social group influence, and the corresponding suggestions are given accordingly.