女性体育消费者购买决策风格与自我概念关系研究

【作者】 陈铎；

【导师】 张颖；

【作者基本信息】 中南大学 ， 企业管理， 2009， 硕士

【摘要】 我国经过60十年的体育产业迅速发展,特别是北京奥运会的成功举办,促进了全国人民对于投入体育竞赛与体育锻炼的比重增加,体育消费也快速增长,体育产业将成为未来促进国民经济发展的重要产业链。女性体育消费者作为一个社会重要消费群体,而从此从为未来最庞大的潜在消费群。而女性由于特殊的性别身份和社会角色与男性群体在消费上有明显差异与不一样的意义,因此选择了女性体育消费群体作为研究的对象,具有较强的理论和实践意义。本文从消费者行为的角度,分别采用了杨晓燕(2002)中国女性消费自我概念量表和Sproles(1985)的CS工量表,对女性体育消费者消费自我概念与购买决策风格进行研究探索,通过设计调研问卷和问卷发放,运用了SPSS 13.0分析女性体育消费者消费自我概念在各个维度上是否存在工作环境、工作满意度、年龄、职业、婚姻与否、收入情况、学历的差异,探讨女性体育消费者在自我概念消费的结构特点上,并分析消费自我概念的各个维度与购买决策风格之间是否存在显著的因果关系。并在分析女性体育消费者在购买决策风格以类分群的基础上,分析了不同女性体育消费者在体育销费群体行为的特点。对于在女性消费者消费行为以及中国女性消费行为理论的丰富发展具有一定的推动作用和发展好我国体育产业的建设都有特殊的含意。最后针对以上的研究成果,为我国从事体育产品销售、体育场所管理的人员,提供了一些针对女性体育消费者的营销建议。更多还原

【Abstract】 In recent years, the rapid development of China’s sports industry, particularly the successful hosting of the Beijing Olympic Games and promote people throughout the country put into physical training activities, the sports consumption has also experienced rapid growth in the sports industry will become the future of an important industry for economic development.Women’s sports consumers as an important consumer group, and will be the largest potential consumer base. For women because of gender-specific roles and social roles and male groups, there are significant differences in consumption, so select the women’s sports consumer groups as the research object, with a strong theoretical and practical significance.In this paper, consumer behavior point of view, respectively Yang Xiaoyan (2002) Chinese women’s consumption of Self-Concept Scale, and Sproles (1985) of the CSI scales, consumer spending on women’s physical self-concept research and purchase decision-making style, through the design of survey questionnaires, and questionnaire distribution, using the SPSS 13.0 analysis of self-concept of women’s sports consumer spending on the existence of the various dimensions of age, occupation, marriage or not, income, education differences, to explore women’s sports consumer spending and the structural characteristics of self-concept of analysis of the various dimensions of consumer self-concept and purchase decision-making style, whether there is significant correlation between the. Analysis of women’s sports consumers in the purchase decision-making style of the cluster grouping, based on the analysis of the different characteristics of women’s sports consumer groups. For the women, consumer spending behavior and the theory of consumer behavior of Chinese women rich, and development in a certain role in promoting.The final view of the above research results, for our country engaged in sales of sports products, sports and workplace management personnel to provide a number of consumer marketing for women’s sports proposal.更多还原