| （1.山东理工大学 体育学院，山东 淄博 255049；2.中山大学 教育学院 体育系，广东 广州 510275） 摘 要：通过社会学调查，运用体育营销学的相关理论，对山东省8城市1 106名中年人体育参与的决策制定过程及约束因素进行研究，并制定了参与者消费行为模型。结果表明：中年人群体育参与决策的制定是较为复杂的认知过程，经历了问题识别—信息搜寻—评价选择对象—参与—评价5个环节。不同年龄段、文化程度、职业参与者对决策制定过程的认同率基本一致(X2=68.79，P＞0.05；X2=82.37，P＞0.05；X2=143.26，P＞0.05)。决策制定过程的约束因素经因子分析得到特征值大于1，累计贡献率为74.83%的3个因子，即：心理因子、社会因子、情景因子。参与者决策制定过程是参与者消费行为模型的核心内容。 |
LIU Wei1，WANG Xiu-xia1，SHANG Rui-hua2，FAN Su-xiang1
| （1.School of Physical Education，Shandong University of Technology，Zibo 255049，China；2.Education School，SUN Sat-sen University，Guangzhou 510275，China） Abstract: This article mainly applies the sociological surveys, research and documentation, and the mathematical statistics method, using the sports marketing theory on the eight cities in Shandong province 1,106 middle-aged sports participation, the decision-making process and the constraints were studied and the players consumer behav-ior model were developed, so as to provide a theoretical basis for the sports operators on the middle-aged partici-pants in the success of sports marketing activities and developing consumer market further. The results show that: the process that the middle-aged crowd to participate in decision-making sports is a complex process, which consist of the identified the problem – the information search – the evaluation of choice - participation–evaluation. Different ages, education, occupations on the middle-aged participants in the decision-making process is basically the same recognition rate (X2 = 68.79, P> 0.05; X2 = 82.37, P> 0.05; X2 = 143.26, P> 0.05). the constraints of the deci-sion-making process by factor analysis (eigenvalue greater than 1, a total contribution rate of 74.83%)consist of three factors, namely: psychological factors, social factors, scenarios factor. The core of the model is the deci-sion-making process of the participant. |
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