基于涉入理论的体育赛事消费者行为构成要素研究

Research on the Elements of Consumer Behavior in Sports Events based on Involvement Theory

目的:明晰体育赛事消费行为的形成机理,从而提高赛事消费者的消费能力,进而促进体育竞赛表演产业高质量发展。方法:以涉入理论作为基础,运用内容分析法和量表法初步构建相关要素,通过德尔菲法及数理统计法对这些要素进行优化。研究结果:(1)从体育赛事消费者涉入前因、涉入程度及消费者行为3个维度出发,初步构建包括9个二级要素及52个三级要素的要素体系;(2)通过隶属度分析,剔除隶属度低于56.1%的4个三级要素,增加1个二级要素和5个三级要素,修改1个二级要素和2个三级要素;(3)通过一致性分析,保留均值≥3.5、变异系数≤0.25、一致性系数介于0-1且P<0.05的要素,剔除了1个三级要素,修改了2个三级要素;(4)要素的再测信度为0.645,信度良好;(5)运用变异系数赋权法对要素赋予权重。结论:本文构建了包含3个一级要素、10个二级要素及52个三级要素的体育赛事消费者行为要素体系,揭示了体育赛事消费者行为的内在产生机制,为其他相关研究提供了理论支撑。

The objective of this paper is to clarify the formation mechanism of consumer behavior of sports event consumers, so as to improve the consumption ability of event consumers, and then promote the high-quality development of sports competition performance industry. Methods: Based on the theory of involvement, the elements were initially constructed by the content analysis method and the scale method, and the elements were optimized by the Delphi method and the mathematical statistics method. Research results:(a)Starting from the three dimensions of consumer involvement in sports events, the degree of involvement and consumer behavior, an element system including 9 secondary elements and 52 tertiary elements has been initially constructed;(b)Through membership analysis, we removed 4 tertiary elements whose membership degree is lower than 56.1%, added 1 secondary element and 5 tertiary elements, modified 1 secondary element and 2 tertiary elements;(c)Through the consistency analysis, the elements with the mean value ≥3.5, the coefficient of variation ≤0.25, the coefficient of consistency between 0-1 and P<0.05 were retained, one tertiary element was removed, and two tertiary elements were modified;(d)The reliability is 0.645, and the reliability is good;(e)The weights are given to the elements using the coefficient of variation weighting method. Conclusion: This paper constructs a sports event consumer behavior element system including 3 first-level elements, 10 second-level elements and 52 third-level elements, which provide theoretical support for studying the mechanism of consumer behavior in sports events.