社会比较理论视角下的体育消费行为

Sports Consumption Behavior under the Perspective of Social Comparison Theory

该研究围绕“体育消费行为”主题,引入社会比较视角探讨“社会性”的人如何产生体育消费行为,运用社会比较理论、参照群体理论、感知价值理论探讨了目前体育消费行为中的社会比较类型、体育消费者的参照对象选择、参照群体的影响、自身感知到的价值,以及在信息收集、消费决策到购后评价过程中的行为反馈。研究认为:社会比较视野对体育消费的全过程有着重要影响;体育消费行为的研究需反省,避免不健康、不可持续的体育消费观念,同时研究主题和视角可以更多元化。

Focusing on the theme of"sports consumption behavior",this study introduces a social comparative perspective to explore how"social"people produce sports consumption behavior.Using social comparison theory,reference group theory and perceived value theory,this paper discusses the types of social comparison in the current sports consumption behavior,the selection of reference objects of sports consumers,the influence of reference groups,their perceived value,and the behavior feedback in the process of information collection,consumption decision-making and post purchase evaluation.The research shows that the social comparative perspective has an important impact on the whole process of sports consumption;The research on sports consumption behavior needs to reflect and avoid unhealthy and unsustainable sports consumption ideas.At the same time,the research themes and perspectives can be more diversified.