The influence of sports consumption environment on sports consumption concept under the perceived symbolic value ——Based on an analytical framework of bilateral coordination between supply and demand ZHAO Shengguo，WANG Jian
(1.School of Physical Education，Chaohu University，Chaohu 238000，China；2.School of Postgraduate，Chengdu Sport University，Chengdu 610041，China；3.School of Physical Education，Central China Normal University，Wuhan 430079，China)
Abstract:To explore the important influence of sports consumption environment on the formation of consumers' sports consumption concept under the bilateral regulation between supply and demand, and to analyze the mediating effect of subjective perceived symbolic value between them, this paper adopted the sports consumption environment scale, sports consumption concept scale, and perceived symbolic value scale to conduct a questionnaire survey on 3 856 residents in 12 towns from different sizes in three provinces of eastern China (Jiangsu), central China (Anhui) and western China (Shaanxi). The results showed that: (1) in three dimensions of sports consumption environment, apart from cultural environment, policy environment and market environment had a significant positive impact on the formation of consumers' sports consumption concept, and the later had a greater impact; (2) policy environment, market environment and cultural environment all had significant positive impacts on consumers' perceived symbolic value, among which market environment had the greatest impact, and then followed by cultural environment and policy environment; (3) consumers' perception of symbolic value had a significant positive impact on the formation of sports consumption concept; (4) the perceived symbolic value for consumers all had a significant mediating effect in the three dimensions of sports consumption environment on sports consumption concept.
Keywords: sports economics；sports consumption concept；sports consumption environment；perceived symbolic value；bilateral coordination between supply and demand
