体育锻炼、消费意愿与满意度的决策树研究

A Decision Tree Study on Physical Exercise,Consuming Willingness and Satisfaction

从体育锻炼、消费意愿层面探讨其对体育消费满意度的影响。以国内居民为调查对象,共回收有效问卷456份,体育锻炼从单次运动时间、运动频率、是否有运动计划、最常运动方式来表征,消费意愿则对量表应用因子分析模型加以测度。利用决策树CHAID算法模型对数据进行分析与建模,结果显示:消费意愿中影响满意度的重要因素为产品倾向与广告引力因子和收入与时间边际消费倾向因子,表明优质的体育产品会激发人们体育消费的欲望和需求,如果收入和时间能有效增加亦会带来更多的体育消费;体育锻炼中影响满意度的主要因素为单次运动时间和运动频率,表明运动时间对体育消费满意度有关键影响,运动频率高的消费者满意度显著高于运动频率低的消费者满意度。

This paper discusses the influence of physical exercise and consumption intention on the satisfaction of sports consumption.A total of 456 valid questionnaires were collected from domestic residents.Physical exercise was represented by single exercise time,exercise frequency and whether there was exercise plan or the most common exercise mode.Factor analysis model was applied to measure consumption intention of the scale.The CHAID algorithm model of decision tree is used to analyze and model the data,and the results show that:The important factors affecting the satisfaction degree of consumption intention are product propensity and advertising attraction factor and income and time marginal propensity to consume factor,which indicates that high-quality sports products will stimulate people’s desire and demand for sports consumption,and if income and time can be effectively increased,it will also bring more sports consumption.The main factors affecting the satisfaction of physical exercise are the time and frequency of single exercise,which indicates that the time of exercise has a key impact on the satisfaction of sports consumption.The satisfaction of consumers with high exercise frequency is significantly higher than that of consumers with low exercise frequency.