阈限体验影响滑雪消费者重返意图研究——基于难忘经历的中介效应检验

The Influence of Threshold Experience on Ski Consumers'Intention to Return--A Test of the Mediating Effect of Memorable Experiences

为深入探究滑雪消费者行为意向的影响机理,引入难忘经历作为中介变量,本文采用结构方程模型检验了滑雪消费者的阈限体验对重返意图的影响效应。结果表明:阈限体验直接正向影响滑雪消费者持续消费意愿,难忘经历在阈限体验对滑雪消费者重返意图的影响过程中起到完全中介效应。本研究可为进一步理解体育消费者行为提供学理依据,并为冰雪产业可持续发展贡献实践启示。

To gain deeper insights into the mechanisms impacting ski consumer behavior,this study investigates the mediating effect of memorable experiences by introducing it as a variable.Using a structural equation model,we examine the influence of threshold experience on ski consumers'intention to return.The results show that threshold experience has a direct and positive impact on consumers'willingness to continue skiing,and memorable experiences plays a fully mediating role in the process of the threshold experience influencing ski consumers'intention to return.This study contributes to the theoretical basis for a further understanding of consumer behavior in sports and provides practical implications for the sustainable development of the winter sports industry.