西南地区农村居民体育消费模型分析

Analysis of Sports Consumption Model of Rural Residents in Southwest China

对西南地区四川、云南、贵州、西藏、重庆五省市区2658位农村居民的体育消费调查分析表明:居民消费行为受求实、求美、求同心理的影响,呈现以求实为主、逐步向求美和求同多元化发展的消费特征;女性体育消费高于男性(p=0.000),随着年龄的增长,消费呈现单一化特征(p=0.007),而消费水平的提高,体育消费呈现多元化发展(p=0.000);空间自相关分析显示在地理上无集中分布的现象(Moran’s I<0,p<0.05),消费层次从实用性需求向精神性需求发展,消费多样化与当地经济水平正相关(Local Moran’s I>0,p<0.05),呈阶梯式发展趋势,表现为以“西藏—贵州”为主的单因子类、以“云南”为主的双因子类和以“四川—重庆”为主的多因子类.因此,应充分挖掘西南地区农村居民体育消费潜能,细分市场,并进一步扩容西南地区农村居民体育消费市场,满足农村居民体育消费需求.

The survey and analysis of the sports consumption of 2658 rural residents in Sichuan,Yunnan,Guizhou,Xizang and Chongqing in southwest China show that:their consumption behavior is mainly influenced by the psychology of seeking truth,beauty and common ground,presenting the consumption characteristics of being realistic,gradually seeking beauty and diversified development;women spend more sports than men(p=0.000);with age increasing,consumption is single(p=0.007),while consumption levels increasing,sports consumption is diversified(p=0.000);spatial autocorrelation analysis shows that there is no geographically centralized distribution(Moran’s I<0,p<0.05);the consumption level develops from practical demand to spiritual demand,consumption diversification is positively correlated with the local economic level(Local Moran’s I>0,p<0.05),forming a step-by-step development trend,manifested as“Xizang-Guizhou”based on the single factor subclass,“Yunnan”based on the double factor subclass and“Sichuan-Chongqing”based on the multi factor subclass.Therefore,one should fully tap the sports consumption potential of rural residents in southwest China,improve the sense of consumption experience,segment the market,and further expand the sports consumption market of rural residents in southwest China,to meet the sports consumption demand of rural residents.