| 马拉松消费者行为研究:特征、挑战与趋势 |
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| 引用本文： | 鲍芳,袁园媛,张靖弦,黄海燕.马拉松消费者行为研究:特征、挑战与趋势[J].武汉体育学院学报,2020,54(6):10-18. |
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| 作者姓名： | 鲍芳 袁园媛 张靖弦 黄海燕 |
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| 作者单位： | 1. 上海体育学院, 上海 200438;2. 美国印第安纳大学, 布鲁明顿 47401 |
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| 基金项目： | 国家社会科学基金重大项目（19ZDA355）；上海市哲学社会科学规划课题项目（2018BTY003）。 |
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| 摘 要： | 采用实地问卷调查法，收集马拉松参赛者在运动参与行为、实物购买行为和人口特征方面的统计数据，使用k-means聚类分析将马拉松消费者细分为资深马拉松追求者、普通马拉松爱好者和社交者三个集群。研究表明，马拉松消费将面临以下挑战：泛娱乐性大于竞技性造成资深消费群体流失，赛事体系层级不清晰造成消费者混淆，赛事运营服务不专业拉低消费意愿，其他户外运动兴起导致消费份额分化，马拉松消费者非理性消费观念广泛存在。预测未来马拉松消费行为发展的六大趋势：以重点人群为目标扩大马拉松消费；科学跑马服务助力消费者持续参与赛事；沉浸体验式消费不断升级；建设马拉松产业载体拓展消费空间；社交媒体互动式消费发挥中介作用；5G开启智能马拉松消费时代。
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| 关 键 词： | 马拉松 消费者行为 消费者特征 聚类分析 |
| 收稿时间： | 2020-01-26 |
Consumer Behavior of Runners at Marathon Races: Characteristics,Challenges,and Trend |
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| BAO Fang,YUAN Yuanyuan,ZHANG Jingxian,et al.Consumer Behavior of Runners at Marathon Races: Characteristics,Challenges,and Trend[J].Journal of Wuhan Institute of Physical Education,2020,54(6):10-18. |
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| Authors: | BAO Fang YUAN Yuanyuan ZHANG Jingxian |
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| Institution: | 1. Shanghai Univ. of Sport, Shanghai 200438, China;2. Indiana University, Bloomington 47401, USA |
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| Abstract: | The purpose of this paper is to identify consumer profiles based on the behavior of runners at marathon races. Data on the participation, purchase, and demographics of marathon runners were collected through questionnaires. Behavior characteristics segmentation was undertaken through a k-means cluster analysis suggesting three clusters as senior marathon runners, marathon lovers, and people using marathon to socialize. The study held that marathon consumption in the future would face the challenges that the trend of over-entertainment would cause loss of senior consumer group,levels of competition system were not clearly classified, unprofessional event operation services decreased consumption willingness, and runners would be attracted to other outdoor sports. There was irrational consumption. There might be six major trends in the marathon consumption, including targeting key populations to expand marathon consumption, running scientifically would help consumers continue to participate in the event, immersed experience-based consumption continued to upgrade marathon industry expanded consumption space,social media interactive consumption played an intermediary role and 5G opened the era of smart marathon consumption. |
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| Keywords: | marathon consumption consumer characteristics cluster analysis |
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